Clear Channel, Cox, Cumulus, Inner City, Radio One, Saga Send Open Letter To Arbitron
June 23, 2008 at 3:57 AM (PT)
As first reported in ALL ACCESS yesterday, CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN, COX RADIO Pres./CEO BOB NEIL, CUMULUS Pres./CEO LEW DICKEY, INNER CITY BROADCASTING Pres./COO CHARLES WARFIELD, RADIO ONE CEO ALFRED LIGGINS, and SAGA Pres./CEO ED CHRISTIAN have sent a strongly worded, four-point letter about PPM citing Industry expectations and confidence concerns to ARBITRON Chairman/Pres. & CEO STEVE MORRIS, Pres./Sales & Marketing PIERRE BOUVARD, and Pres./Technology and Research & Development OWEN CHARLEBOIS.
We understand the need for and remain ardent supporters of having a high quality electronic ratings measurement tool for the radio industry. But, what Arbitron has produced to date does not meet our expectations of a high quality measurement tool.
The letter touches on these four key points:
1. 18-54 Sample Size /Sample Size Guarantee
2. 18-34 Sample Sizes (All Demos Including Ethnic)
3. Childrens (Age 6-11) Measurement
4. MRC Accreditation For Radio First Methodology Prior To Commercialization
While the letter specifically details the requests of these six powerful radio companies, there is no hint of what course of action that CLEAR CHANNEL, COX, CUMULUS, INNER CITY, RADIO ONE, or SAGA would take if ARBITRON doesn't fulfill their requests.
ALL ACCESS contacted ARBITRON SVP/Press And Investor Relations THOM MOCARSKY, who had "no comment at this time."
COX RADIO CEO BOB NEIL did add, “ARBITRON claims the industry has confidence in the currency. I think this shows some big broadcasters do not. We don’t want some nebulous 'continuous improvement' goal. These are specific targets, with real dates, and penalties if it doesn’t get done. We bought a product that was advertised as ready to go. It isn’t.”
To read the full text of the letter, just click here.