Arbitron Touts New PPM 360 Meter, Plans To Retain MRC Accreditation

Doing A 360

ARBITRON held an extensive client webinar TODAY that touched on a handful of subjects, from PPM and diary sample quality initiatives, a breakdown of politics in radio formats and advertising, Census updates, an analysis of audience erosion during commercial breaks and "social media do's and dont's."

What may be the biggest news of the presentation was the highlighting of a new PPM meter, the 360, which has been in test mode since AUGUST. The new meter is mobile-enabled, which means the company can retrieve data without being connected to a phone line -- ending the need for a hub. They hope to have it approved and disseminated later this year, as it could be one of the ways ARBITRON can get MRC re-accreditation back in five markets.

Other revelations:

* Cell phone-only (CPS) household representation increased from 17.5%  to 20% in FALL 2011; ARBITRON is making a concerted effort to reach no-phone households and other non-landline households this WINTER so the percentage of CPS and other no or non-landline households increase up 22% in the SPRING.

* After losing MRC accreditation in the five markets last month -- due to what ARBITRON described as "internal control" issues and "service performance metrics" -- the company claimed to have "strengthened resources" for internal controls, and SPI response rates are receiving additional market-level attention.

* ARBITRON also hopes more incentives and the validation of the new PPM 360 will lead to re-accreditation.

* They're in the process of market redefinition; U.S. Census changes are prompting Hispanic audience breakouts in new markets.

* ARBITRON also pointed out that it monitors social media and has produced a one-sheet of "do's and dont's" to protect anonymity of audience estimates.

* It broke down the political composition of listeners of the various formats by party.

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