Currency Alert: Arb Confirms PPM Data Good To Go
October 7, 2008 at 10:44 AM (PT)
Despite NEW YORK Attorney General ANDREW CUOMO's warnings to radio and advertisers against using the data (NET NEWS, 10/6), ARBITRON has confirmed the use of PPM radio audience estimates as the basis for buy/sell transactions of radio commercial time among subscribing stations, agencies and advertisers.
The SEPTEMBER 2008 PPM survey month (AUGUST 21st-SEPTEMBER 17th) ratings released to its subscribers in NEW YORK, LOS ANGELES, CHICAGO, SAN FRANCISCO, NASSAU-SUFFOLK, MIDDLESEX-SOMERSET-UNION, RIVERSIDE-SAN BERNARDINO and SAN JOSE are the actionable and timely estimates that the radio advertising industry needs in order to conduct its business.
Radio broadcasters, agencies and advertisers independently determine whether or not to subscribe to Arbitronâ??s services and can freely decide how they wish to use our services in their business transactions.
"Radio broadcasters, agencies and advertisers independently determine whether or not to subscribe to ARBITRON’s services and can freely decide how they wish to use our services in their business transactions," said Pres./Chairman.CEO STEVE MORRIS declared. "Our goal with the commercialization of the PPM is to help radio remain competitive in an increasingly challenging media marketplace."
What's more, ARBITRON reiterated that the JULY and AUGUST PPM survey months -- previously released as "pre-currency" information -- should also be used as "currency" data. In the NEW YORK markets, the currency data now consists of 13 PPM survey reports (OCTOBER 2007 to SEPTEMBER 2008). The SPRING 2008 diary-based radio audience report (APRIL 3rd-JUNE 25th) is no longer deemed "currency" for buy/sell transactions.