PPM Coalition Applauds PPM Inquiry, Calls For Rollout Suspension
June 30, 2009 at 12:56 PM (PT)
ALL ACCESS reported YESTERDAY (NET NEWS 6/29) that the Chairman of the House Oversight and Government Reform Committee had launched an investigation into the PERSONAL PEOPLE METER and its reputation for under-representing certain ethnic and age groups. In response, ARBITRON stated that it welcomed the opportunity to inform the public of methodology.
TODAY, The PPM COALITION issued a stament in which it "applauds Chairman TOWNS’ decision to launch an investigation into ARBITRON’s PORTABLE PEOPLE METER (PPM) system. The PPM system clearly suffers from serious flaws that lead to intolerable underrepresentation of minority radio audiences. This unaccredited system is severely undermining diversity on our airwaves.
we once again call on Arbitron to act responsibly and suspend further roll out of the PPM system in any market without MRC accreditation
"The PPM COALITION looks forward to working with Chairman TOWNS and other members of the committee, the FCC and other stakeholders to address the flaws in the PPM system," the statement continued. "In the meantime, we once again call on ARBITRON to act responsibly and suspend further roll out of the PPM system in any market without MEDIA RATING COUNCIL (MRC) accreditation, and to reinstate a parallel diary-based ratings system in markets where the PPM system is already in use but is unaccredited by the MRC. We continue to support the goal of an electronic measurement system that accurately represents all radio listeners and we stand ready to work with all stakeholders in the radio industry toward that objective. However, until that goal is reached, ARBITRON must take action to mitigate the harms caused by the introduction of the current flawed PPM system."
ARBITRON has been contacted for comment.