NABOB Lodges Complaint Against Arbitron's PPM
May 2, 2007 at 10:12 AM (PT)
THE NATIONAL ASSOCIATION OF BLACK OWNED BROADCASTERS (NABOB) has lodged a complaint against ARBITRON, charging that ARBITRON has been unresponsive to calls for revisions to the current PPM methodology. “Several of our members have met with ARBITRON during the past two years to suggest revisions to the present PPM methodology, but ARBITRON has been slow to consider any revisions.” said NABOB Exec. Director JIM WINSTON.
ARBITRON claims it is willing to talk, but it also claims that PPM is right on target for counting African-Americans. “Black households have the highest rate of agreeing to become part of the PPM panel, and both the panel and the in-tab rates match the percentage of African-Americans in the PHILADELPHIA metro population.” said ARBITRON VP/Communication THOMAS MOCARSKY.
PHILADELPHIA is the first market to switch from the diary methodology to the PPM.
WINSTON said ARBITRON needs to do a better job of working with stations to get advertisers to modify their buying approach to reflect the change to PPM and not treat PPM numbers, particularly AQH numbers, the same as they did diary numbers.