Arbitron Receives Media Rating Council Accreditation PPM Data In Riverside-San Bernardino
January 9, 2009 at 3:19 PM (PT)
ARBITRON has announced today that the MEDIA RATING COUNCIL (MRC) has accredited the ARBITRON PORTABLE PEOPLE METER radio quarter-hour ratings data in RIVERSIDE-SAN BERNARDINO.
The PPM radio estimates in RIVERSIDE are based on ARBITRON's "Radio First" PPM methodology, which uses a telephone-based sampling and recruitment methodology and includes both landline and cell-phone-only households.
"The accreditation of the monthly PPM quarter-hour radio estimates in RIVERSIDE-SAN BERNARDINO demonstrates that our "'Radio First" methodology, which uses a telephone-based sample frame and telephone recruitment, can deliver audience estimates that meet the standards of the MEDIA RATING COUNCIL," said ARBITRON Chair./President & CEO STEVE MORRIS. "Our goal now is to demonstrate that the sample quality initiatives we have committed to for all our PPM markets will have a continuing positive impact, just as they have had in RIVERSIDE-SAN BERNARDINO.
Our goal now is to demonstrate that the sample quality initiatives we have committed to for all our PPM markets will have a continuing positive impact ...
"Our commitment to MRC accreditation means a commitment to continuous improvement. In RIVERSIDE-SAN BERNARDINO, we are continuing to work with the MRC on enhancing the quality of the sample."
The MRC has accredited the monthly quarter-hour radio ratings data in RIVERSIDE-SAN BERNARDINO, which are the "buy-sell" currency data for PPM markets. ARBITRON has not submitted weekly and minute-by-minute PPM data for MRC accreditation. ARBITRON remains committed to MRC accreditation in all PPM markets.
Kabrich Sees Some Progess, Some Backslide
Consultant RANDY KABRICH offered his input on PPM accreditation in the RIVERSIDE-SAN BERNARDINO market:
"Today, one metric -- a four-week daypart with a specific start date and end date that no schedule is purchased on because it is not Broadcast Week-based -- is MRC accredited.
"Better than yesterday with no MRC Accreditation? Yes. Better than six months ago? No, a giant step backwards.
"Wasn't PPM suppose to allow us to see 'minute by minute' data, yet we have gone from MRC approval at a 15-minute level to MRC approval at a specific 28-day level, and stations are now using PPM to make specific decisions on what was done right at a specific time on a specific day.
"In the heavily Hispanic market, if one wants to run a Hispanic-only quarter-hour number, you can, but it is not MRC accredited. It was six months ago.
"This only goes to prove the problems in PHILADELPHIA and NEW YORK as they continue to go unaccredited. Two-plus years in PHILADELPHIA and no MRC Accreditation -- and this proves there are problems. So much for ARBITRON's excuse that it is MRC who is slow to act. This shows that is untrue.
"ARBITRON still has a very long way to go."