Arbitron: On Target For Hitting Monthly April Benchmarks
May 12, 2008 at 10:49 AM (PT)
ARBITRON spokesperson JESSICA BENBOW released a statement today, touting progress in the PHILADELPHIA PPM, Week 3:
"We are managing our benchmarks in terms of how we’re performing against our expectations for the month. The industry has made it clear that they want us to reach our monthly benchmarks and we are doing that. These weekly updates look at a fraction of those monthly numbers.
"P6+ DDI is at 99 with 1,511 average daily in-tab against a goal of 1,530. Black 6+ declined from 100 to 94 with 298 average daily in-tab against a goal of 317.
"We expect the P6+ sample and the Black 6+ sample to be close (plus or minus) to the 100 mark for the full month. Normal week-to-week variations may put us above the 100 mark in some weeks, under in others, but averaging out at 100."
Both 18-24 And 25-34 Are Moving Upward
BENBOW continues: "P18-24 DDI in week 3 is at 73; up from 71 last week. P25-34 DDI in week 3 is at 87; up from 85 last week. We are on track to deliver the 80 DDI benchmark for persons 18-34 for the full month. Now that procedures are in place for both 18-24 and 25-34 we will be able to deliver on the benchmark in a more balanced manner, with improved samples for 18-24, 25-34, and 18-34 inclusive.
"We fully expect that as we have historically seen, summer numbers will be lower. This happens every year because compliance changes when people are on vacation."
The statement concludes with this caveat: All 2008 benchmarks are the average for the year. Some months may be higher and some may be lower.
ARBITRON's favorite contrarian, RANDY KABRICH was quick to respond: "Interesting -- 1530 ... give or take 100.
"So how did the diary do in PHILADELPHIA -- especially as 1 PPM is equal to 3 Diaries -- so the variation should be 300+ over a year if we go by that logic. The diary had less fluctuation than PPM."
"Note that three of the four quarters were within 14 diaries of each other. When you consider a 1 PPM = 3 diaries, that is the equivalent of a variation of 5 PPMs over the period. ARBITRON can't come close to that.
"Even the odd quarter, FALL 2005, was only 80 short of the SUMMER 2005 high (and let's also remember that ARBITRON says, 'Summer has the worse return' ... so much for that statement).
"So, if 1 PPM = 3 diaries, then 80 divided by 3 = 27 PPM should be the variance over a year to hold the stability of the diaries.
"ARBITRON has recently lost far more than 27 PPM over the course of a day, week, month and year -- no matter which metric you choose to look at.
So where does this 1,530 Target variation of 100 (let's again remember how ARBITRON triumphantly stated it had over-achieved 1,530 every week up until two weeks ago when they suddenly changed the importance of the 1,530 -- after it did not suit their needs).
"This adds to my continuing concerns that PPM got an MRC fail grade, and doesn't have accreditation in PHILADELPHIA, or NEW YORK or the other PPM markets that were delayed. And now there are questions about what exactly is accredited in HOUSTON, (especially in the light of three weeks of snafus out of 42 live weeks), which shows why radio needs MRC accreditation before we proceed with the PPM rollout."