Mason Memo Voices PPM Support
March 7, 2008 at 6:07 AM (PT)
An internal memo sent to CBS RADIO managers by Pres./CEO DAN MASON on the Personal People Meter's troubles says that "PPM is the most accurate, most reliable data collection technology used in radio measurement. It allows us to compete in an electronic measurement world and provide greater accountability to our clients. We stand behind it 100%. It's important to remember the benefits of PPM far outweigh any minor bumps in the road we may experience."
The memo likens the PPM's failure to get accredited in NEW YORK and PHILADELPHIA to the use of SCARBOROUGH data for 10 years prior to accreditation, the use of C4 television ratings data in some agencies' upfront negotiations before accreditation, and the use of LPM data for television in the LOS ANGELES market for a full year before accreditation.
We stand behind it 100%
The Other Side
Responding to reports of the memo, consultant RANDY KABRICH says that some of MASON's statements are inaccurate, noting that the NIELSEN LPM was not denied accreditation in the first year it was used in LOS ANGELES, while the LPM has been denied accreditation in PHILADELPHIA; SCARBOROUGH is not a primary ratings metric and, to KABRICH's knowledge, has not been denied accreditation; C3 data was used by some agencies as only one element of megotiations to knock costs down; and ARBITRON itself argued that MRC accreditation was important when battling with BIRCH RADIO in the '80s.