Peter Smyth Weighs In On PPM
December 5, 2007 at 5:41 AM (PT)
GREATER MEDIA Pres./CEO PETER SMYTH lets his opinion be known on the PPM controversy in his monthy newsletter. In it, he writes "the recent public confrontation between broadcasters and ARBITRON about the rollout of the PPM is unfortunate for our industry. At the very time that we need better measurement to instill a new level of confidence in our medium, the implementation hits a large speed bump, and the reaction to it becomes an unnecessary and divisive public distraction."
He continues, "I do have definite opinions about the PPM issues, which I will communicate privately to the appropriate managers within Arbitron. I do not believe that there is any lack of commitment on Arbitron's behalf to produce the best research that will benefit the industry. However, this is about much more than research; there is an entire economic ecosystem that is dependent on the credibility of their estimates and everyone is grappling with the potential effects on their business."
This is not just Arbitron's problem; it is a challenge for broadcasters, the ratings company, and those in the advertising community who champion our medium.
"I believe that neither our customers nor our sellers are prepared for the change that PPM will make in our business," SMYTH sums up. "ARBITRON may have had educational sessions with the large national agencies, but the smaller shops and independent buyers of radio have not been brought along; that's where most broadcasters live and die. Everyone needs to get serious about this, because it's in all of our self-interests. This is not just ARBITRON's problem; it is a challenge for broadcasters, the ratings company, and those in the advertising community who champion our medium. We all need this to work, and we ought to admit that we need help. We need the RAB, the NAB, broadcasters and advertisers to commit time and resources to educate, market and sell this ratings system. But, first, ARBITRON has to convince us. I’m not sure they will get a third chance."