Chuck DuCoty: 'No Blessing To PPM Restart'
June 2, 2008 at 2:17 PM (PT)
Despite what you may or may not have read elsewhere this morning, the ARBITRON ADVISORY COUNCIL has not given ARBITRON its blessing for a PPM restart, according to NRG MEDIA COO and ARBITRON ADVISORY COUNCIL Chairman CHUCK DUCOTY.
DUCOTY told ALL ACCESS, "No formal vote was taken and we've not given our blessing to a PPM restart. To characterize it that way is just plain wrong. We asked ARBITRON for metrics and they presented data to us last TUESDAY (5/27). I think ARBITRON is making a lot of progress and we want them to get PPM right. The ARBITRON ADVISORY COUNCIL believe in electronic measurement, and we believe in getting it right. We don't think MRC accreditation is necessary as long as accreditation is being aggressively pursued and they go through the audit process, which they are."
No formal vote was taken and we've not given our blessing to a PPM restart. To characterize it that way is just plain wrong.
So, what's high on DUCOTY's wish list? "We are concerned most about sample size -- it's a huge issue. We are very concerned that in smaller markets it's going to be harder to look at and make a valid sample. We would like to see the 6-11 meters redeployed to 12+ meters. ARBITRON has proposed some options, including 18-54 sample increases and some supplemental samples in the harder to reach demos.
"Look, the current index of 70 is a benchmark, and we are continuing to press ARBITRON to increase that. We have to get this to 80, 90 and 100 soon. The problem is that this process is very expensive, and there are big costs involved with increasing sample size. We're not here to tell ARBITRON how to spend its money; we are here to urge them to get it right."
PPM Restart Decision Is Pending
ARBITRON SVP/Press & Investor Relations THOM MOCARSKY declined to comment on rumors of a restart, but did tell ALL ACCESS that a decision would be made and announced in JUNE.