Arbitron To Re-Start PPM Rollout
June 12, 2008 at 1:25 PM (PT)
ARBITRON has announced that it will resume the commercialization of its Portable People MeterTM radio ratings service in eight markets: NEW YORK, NASSAU-SUFFOLK, MIDDLESEX-SOMERSET-UNION, LOS ANGELES, RIVERSIDE-SAN BERNARDINO, CHICAGO, SAN FRANCISCO, and SAN JOSE will commercialize with the release of the SEPTEMBER PPM survey report on OCTOBER 8th, 2008.
"It’s time to move forward with electronic measurement for radio,” said ARBITRON Chairman/CEO/Pres. STEVE MORRIS stated. "Radio broadcasters and advertisers are taking bold steps in an effort to enhance the accountability of the medium. The RADIO ADVERTISING BUREAU recently published guidelines for ‘posting’ and ad schedule guarantees and the American Association of Advertising Agencies continues to advance its e-business effort: ‘Project Reinvention.’ The ARBITRON PPM is uniquely capable of delivering the granularity, precision and speed of reporting that can help radio make these and other accountability initiatives a success."
We are working ... to achieve MRC accreditation for all our PPM markets
"We have improved our PPM samples in the four key areas we outlined last NOVEMBER. We have enhanced our ability to deliver PPM sample targets. We’ve improved the composition of our PPM panels, especially among the 18-34 demographic. We’ve raised the day-to-day cooperation rate of our PPM respondents. We’ve also put in place a number of programs designed to have a positive impact on response rates. Our commitment to continuous improvement means that we will keep working on these metrics as we go forward.
"In the past weeks, we have been meeting with our clients to review the progress that we’ve made since NOVEMBER and to hear their priorities for enhancements to our PPM services. Our conclusion from these meetings is that our PPM ratings are valid and the time is right for electronic measurement. Another outcome from these meetings is that we have established working groups across a number of constituencies within the radio industry to facilitate the exchange of ideas and the implementation of our continuous improvement programs for the PPM. At the same time, we are working diligently with the Media Rating Council in order to achieve MRC accreditation for all our PPM markets."
Coming Soon: Pre-Currencies
ARBITRON will deliver "pre-currency" PPM survey reports for LOS ANGELES, RIVERSIDE-SAN BERNARDINO and CHICAGO with a special release of the JUNE PPM survey report in mid-JULY, and with the regular release of the JULY PPM survey report on AUGUST 13th and the AUGUST PPM survey report on SEPTEMBER 10th. Pre-currency PPM reports for SAN FRANCISCO and SAN JOSE with the release of the JULY PPM survey report on AUGUST 13th and the AUGUST PPM survey report on SEPTEMBER 10th.
Re-Start Gets Radio Support
ARBITRON officials were quick point out that its move to restart commercialization has the support for a bevy of radio group heads, including CBS' DAN MASON, CBS, EMMIS/NEW YORK's DAN HALYBURTON, CITADEL'S JUDY ELLIS and PHIL BOYCE, RADIO ONE's DOUG ABERNETHY, BEASLEY's NATALIE CONNER, GREATER MEDIA's BUZZ KNIGHT, BONNEVILLE's BRUCE REESE and EMMIS RADIO Pres. RICK CUMMINGS.
CUMMINGS, in fact, gave ALL ACCESS a qualified thumbs-up on the move. "EMMIS supports the re-start in NEW YORK and the launch into top 10 in SEPTEMBER," he said. "We think a further delay would bring even greater issues to the industry. However, we believe ARBITRON needs to continue to show progress on making the sample more robust, especially 18-34, and to continue making progress on compliance issues, daily in-tab issues, and progress toward MRC accreditation within a reasonable period of time."