FCC Advisory Committee On Diversity To Investigate PPM?

Committee On Diversity

According to a resolution of the FCC's ADVISORY COMMITTEE ON DIVERSITY FOR COMMUNICATIONS IN THE DIGITAL AGE, an investigation of ARBITRON's PORTABLE PEOPLE METER (PPM) is likely on behalf of broadcasters concerned about the impact of PPM and its accuracy in measuring programming that targets African American and Hispanic audiences.

That formal request for an investigation is at the very top of FCC Chairman KEVIN MARTIN's to-do stack, and it's on a fast track for the review and investigation to be completed by AUGUST 15th.

Read the resolution here.

Arbitron Comments

ARBITRON SVP/Press & Investor Relations THOM MOCARSKY commented, "We are happy to continue our dialogue with the FCC about the advantages the PORTABLE PEOPLE METER brings to radio. We look forward to the opportunity to demonstrate how the PPM electronically produces objective, unbiased audience estimates. Experience has shown that PPM ratings are more reliable than systems that rely on memory and are prone to human error and bias.

"Our PPM samples fully represent the diversity of the markets we measure in terms of age, sex, race, ethnicity and language preference. Hispanics and African Americans have the highest listening levels in the PPM system and ethnic broadcasters who have embraced PPM are succeeding with the timely and detailed data that only PPM can deliver.

"Radio's future depends on electronic measurement to keep pace with similar systems used by other media."

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