Harker Research Takes Poke At PPM Transparency
August 20, 2008 at 3:54 PM (PT)
Did last week's ARBITRON CONSULTANT FLY-IN answer everyone's questions about PPM? Apparently not. HARKER RESEARCH's RICHARD HARKER claims that one of his NEW YORK clients requested respondent-level information to compare to a respondent-level study that segmented listeners according to radio usage presented by DMR's TRIP ELDREDGE. HARKER claims ARBITRON refused the client request.
In response, HARKER has added an entry to his blog, "PPM And Transparency," citing the recent diary flap in PROVIDENCE where diaries were filled out by media-affiliated households. Check it out here.
For its part, ARBITRON's policy is not to comment on client discussions. However, SVP/Press and Investor Relations THOM MACARSKY did note, "I can point out the PPM Analysis Tool gives all PPM subscribers and their licensed consultants access to respondent level data. In addition, we are developing a PPM version of PD Advantage, which will deliver even more insights into audience behavior based on respondent level data."