Arbitron Advisory Council Meeting: 'Confidence In The Currency'
July 27, 2007 at 12:44 PM (PT)
The just-concluded ARBITRON ADVISORY COUNCIL MEETING covered a lot of very important ground. Chairman STEVE SINICROPI contacted ALL ACCESS with the highlights:
* Confidence In The Currency: The importance of maintaining confidence in the new PPM and legacy diary currency at the radio, advertising agency and client level.
* PPM Committee Formed: Continuing to work with ARBITRON to educate and promote the clear advantages of PPM to all facets of the business. Members include COX's STEVE SINICROPI, SAGA's STEVE GOLDSTEIN, EMMIS' RICK CUMMINGS, NRG's CHUCK DuCOTY, RAB's JEFF HALEY and CLEAR CHANNEL's LEE LARSON.
* ARBITRON has demonstrated to the ARBITRON ADVISORY COUNCIL that it will employ special treatment to make sure markets have correct representation in each survey
* ARBITRON ADVISORY COUNCIL has been working with ARBITRON to increase sample sizes in the smallest markets; that will happen in 42 of the 100+ markets at no cost to subscribers beginning this FALL. While details about which markets this will affect are forthcoming, the increases range anywhere from 60 diaries per two-book average to 600 diaries per two-book average.
* In addition to the 42 smaller markets receiving increased sample, ARBITRON has determined that sample size needs to come up in ATLANTA, MEMPHIS and W. PALM BEACH prior to the introduction of PPM. Discussions with broadcasters about sample size recommendations will take place.
* ARBITRON has agreed to create a new, improved qualitative product for smaller markets with GARY FRIES consulting this smaller-market initiative.
* ARBITRON ADVISORY COUNCIL has asked ARBITRON to be prepared to deliver alternative audio reporting by APRIL 2008.
* ARBITRON is doing extensive testing on the eDiary, which was taken offline. They are working on how to fix the user issues and reintegrate it back into the ratings process.
* ARBITRON ADVISORY COUNCIL asked ARBITRON for details on the tax consequence of electronic data delivery -- if stations are getting tax bills for usage and delivery, as this varies state by state.
* ARBITRON is working on future technologies to where PPM becomes a piece of software that will allow it to work on a smart phone or some other digital device, such as an MP3 player as well.
ARBITRON Sr. VP/Communications THOM MOCARSKY told ALL ACCESS, "This was a very cooperative and collegial council meeting. I would call it thoroughly productive. I thank everyone for their input and help."
The next ARBITRON ADVISORY COUNCIL meeting will held in DECEMBER 3-5 in ATLANTA.