Miami/Dade Co. Calls Out PPM
June 30, 2009 at 4:33 PM (PT)
The MIAMI/DADE COUNTY Board of County Commissioners has approved a resolution urging Congress, The FLORIDA legislation and the State Attorney General to look into the PPM's alleged under-representation of minority radio listeners.
The resolution alleges that the PPM system has "methodological flaws, including serious shortcomings in the accuracy and reliability of the system given its inadequate representation of Hispanic, African-American, and other minority listeners" ... and by "significantly undercounting the listening habits of minority consumers, does not present a valid and fair representation of the diversity of radio markets in different states, thereby causing an improper decline in ratings for minority stations leading to reductions in advertising revenue ... Such reductions in advertising revenue put the viability of many minority radio broadcasters at risk, thereby harming overall broadcast diversity?"
It then demands that Congress, the FCC and the FLORIDA legislature "enact legislation and ... rules to ensure that the ratings methodology used by the PPM system does not under-represent minority radio listeners." Furthermore, in instructs "FLORIDA’s Attorney General to investigate the use of the PPM system in FLORIDA to determine whether it is being improved and corrected pursuant to the benchmarks established by settlement agreements reached by the Attorneys General in NEW YORK, NEW JERSEY and MARYLAND with ARBITRON."
An ARBITRON spokesperson commented to ALL ACCESS, "ARBITRON is disappointed to have been left out of the MIAMI/DADE COUNTY Board of County Commissioners information and educational process. We're sorry we weren't afforded an opportunity to use a fact-based argument to address assertions made in the resolution."