Electronic Ratings Measurement RFP Committee Meeting Coming Up
January 5, 2007 at 9:33 AM (PT)
What's going on with the RFP COMMITTEE and its evaluation of electronic ratings measurement? Look for a gathering in NEW YORK CITY soon. ALL ACCESS hears that the RFP COMMITTEE will begin putting the final touches on its upcoming report as the PPM encoding drama heats up, with CLEAR CHANNEL now the lone holdout for encoding, at this point in the PHILADELPHIA market, which begins a "demonstration period" on JANUARY 11 -- you can find the entire PPM rollout by clicking here.
ALL ACCESS hears two big subjects are being discussed by radio at large: margin of error and sample target rates, which have not been updated in over 10 years. ARBITRON has hired Chief Statistical Officer ALAN TUPEK to address these issues.
I am on a personal jihad to hold Arbitron accountable for sample target increases and a full disclosure of margin of error for the data... that all of us in the radio and buying community are making our programming and sales decisions off of.
John Dickey's Personal Jihad
CUMULUS Exec. VP JOHN DICKEY told ALL ACCESS, "I am on a personal jihad to hold ARBITRON accountable for sample target increases and a full disclosure of margin of error for the data (audience estimates) that all of us in the radio and buying community are making our programming and sales decisions off of. I challenge anyone to calculate their own margin of error, and if you find yourself struggling with that, then you are not alone."
ARBITRON Sr. VP/Communications THOM MOCARSKY declined specific comment on DICKEY's remarks, but he referred ALL ACCESS to remarks made back in OCTOBER 2006 by TUPEK when he spoke to the ARBITRON RADIO ADVISORY COUNCIL. TUPEK explained that the ARBITRON STATISTICAL RESEARCH DEPARTMENT had started an in-depth analysis of standard error data and other factors to determine which markets are most in need of a bigger sample and how large the increase would need to be to improve ratings reliability to a meaningful degree.
TUPEK said he was requesting input from the research representatives of the COUNCIL and invited other interested members to join in a small working group to help determine the most relevant sample size priorities on the user side of this issue. Some questions were: "How much more sample would be affordable to customers?" "How much 'slicing and dicing' of the data is required in today's local radio environment?" and "How much 'bounce' is tolerable for different types of estimates in different markets?"
It should be noted that as part of the ARBITRON eBOOK, there are tables available that allow anyone to calculate the margin of error on any ratings estimate.