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Arbitron Talks to Copps
In the US, ratings giant Arbitron has met with Federal Communications Commission (FCC) Acting Chairman Michael Copps in an attempt to head off an investigation into claims that its Portable People Meter (PPM) measurement device undercounts minority radio station audiences.
During the meeting, Arbitron CEO Michael Skarzynski assured Copps that his firm will continue to pursue MRC accreditation and work with critics to improve the PPM, but he also warned that a formal FCC investigation would divert resources from the firm's commitment to making these improvements.
Earlier in the week, The Spanish Radio Association (SRA) and the National Association of Black Owned Broadcasters (NABOB) expressed their 'disappointment and frustration' with Arbitron's promises to upgrade its PPM sampling methodology. NABOB is currently seeking a congressional investigation, and has been in discussions with Senator Robert Menendez, and members of the Congressional Black Caucus, to progress this.
Skarzynski and three lawyers met with Copps and his legal advisor to provide him with an update on the firm's PPM continuous improvement program, and the recent legal settlements with the Attorneys General of New York, New Jersey and Maryland.
During the meeting, Skarzynski also discussed the contents of a letter he recently sent to Senator Menendez concerning the questions raised by NABOB.
The FCC has yet to decide whether or not it should launch a probe of PPM, even though it has no legal authority to launch such a formal investigation.
In a separate announcement, Arbitron has axed the position of EVP, New Product Development, Portable People Meter, and as a result, Linda Dupree will be leaving the company on March 24. Prior to joining in 1990, Dupree was Assistant Group Head at Grey Advertising in New York, and held field marketing management posts with Stroh Brewery Company.
Web site: www.arbitron.com .
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