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Arbitron Responds to Broadcasters' Demands
Following last week's demands by US broadcasters that Arbitron takes 'immediate action' to resolve sampling issues with its Portable People Meter (PPM), the firm's President & CEO Steve Morris has acknowledged the need to 'revisit previous assumptions' and has suggested talks.
In the original letter sent by the CEOs of Cox Radio, Clear Channel, Cumulus and Radio One, the four stated that that PPM data is not 'accurate or reliable' for all demographics and that the number of respondents must be increased for the data to be considered statistically valid (www.mrweb.com/drno/news7590.htm ).
In an e-mail response, Morris offered to meet with the broadcasters to find out what it is they require from the service. He acknowledged that the broadcasters had raised 'important points that are clearly fundamental to having a currency that commands the respect and support of broadcasters and advertisers'. However, he also implied that meeting the required target sample sizes could make it more expensive.
Bob Neil, President and CEO of Cox Radio rejected the offer to talk: 'We don't need to have a meeting. We need to see a comprehensive plan that describes how, and when Arbitron will begin to start hitting their sample targets. I've had many of these meetings with Arbitron people over the years, and it's been a gigantic waste of time. Fix the sample. Give us what we've paid for.'
Despite this, Morris said that Arbitron's President of Sales & Marketing Pierre Bouvard will be contacting the CEOs to hear what each requires, and how they would rebalance the trade-offs required by an increase in costs.
Arbitron is online at www.arbitron.com.
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