Arbitron Starts Recruiting For New York PPM
January 23, 2007 at 9:44 AM (PT)
ARBITRON announced that it has begun installing its PORTABLE PEOPLE METER (PPM) system among NEW YORK CITY-area consumers for the all-electronic radio ratings service, which is scheduled to replace the current paper-and-pencil diary method in the nation’s largest radio market and the embedded metros of NASSAU-SUFFOLK and MIDDLESEX-SOMERSET-UNION at the end of this year.
ARBITRON is recruiting a panel of 3,720 consumers (persons 6+) in NEW YORK to carry the PPM. The planned sample size for NASSAU-SUFFOLK is 1,440 persons and for MIDDLESEX-SOMERSET-UNION is 925 persons.
The electronic measurement in the NEW YORK area will begin with a two-month demonstration period starting SEPTEMBER 20 to allow stations and agencies to better understand the differences between the two methods. The PPM will replace diary-based ratings in NEW YORK, NASSAU-SUFFOLK, and MIDDLESEX-SOMERSET-UNION beginning with the DECEMBER 2007 survey month (covering the four-week period of NOVEMBER 15-DECEMBER 12), which will be released DECEMBER 31, 2007, pending the completion of an audit report by the MEDIA RATING COUNCIL (MRC) and a review of the audit report findings with the MRC radio committee. The MRC audit in these markets is scheduled to begin in MARCH.
ARBITRON has already signed PPM contracts with five broadcasters who own 13 radio stations in the market (BUCKLEY BROADCASTING, CBS RADIO, EMMIS, SPANISH BROADCASTING and the NEW YORK TIMES). These stations account for more than 50% of the radio advertising revenue in the market. In addition, ARBITRON has signed agreements with national advertising agencies that account for more than 90% of the national radio advertising dollars spent in NEW YORK.
New York 'Pre-Currency' Reports
The PPM rollout in NEW YORK will begin with the first of two monthly "pre-currency" radio ratings reports sent to stations and advertising agencies on NOVEMBER 7 for the OCTOBER survey month (SEPTEMBER 20-OCTOBER 17). A second "pre-currency" report will be issued on DECEMBER 5 for the NOVEMBER survey month (OCTOBER 18-NOVEMBER 14). Radio stations will have access to discrete individual weekly reports also starting with this survey, scheduled for release on NOVEMBER 13. Each weekly report will cover the traditional ARBITRON survey week of THURSDAY-WEDNESDAY.
Under the PPM system, ARBITRON will publish 13 four-week ratings reports for stations and agencies to use in the buy-sell process. Radio stations will receive individual weekly updates between each release of the 13 four-week reports replacing quarterly ratings reports and monthly "rolling average" updates between the release of the quarterly data.
In addition, unique to the PPM service will be a four-week "Holiday Survey" that will report radio listening for the weeks between DECEMBER 13, 2007-JANUARY 9, 2008.