Arbitron Disputes FCC Authority To Regulate PPM
July 6, 2009 at 2:40 AM (PT)
ARBITRON has told the FEDERAL COMMUNICATIONS COMMISSION that it has no authority to impose regulations on its PORTABLE PEOPLE METER (PPM) system, reports MRWEB.COM. "The firm has filed its comments in the FCC’s notice of inquiry, which is considering the launch of a formal investigation into whether the PPM undercounts listeners of minority radio stations.
"ARBITRON rejects these claims, stating that it has found no consistent pattern of stations targeting minority audiences experiencing losses in their diary-based market rankings or audience ratings. The firm recently rolled out a series of PPM sampling enhancements to address these concerns, criticized later by THE SPANISH RADIO ASSOCIATION and the NATIONAL ASSOCIATION OF BLACK OWNED BROADCASTERS.
"In its filing, ARBITRON pointed out that Congress has several times previously declined to place audience measurement under federal regulation. Adding its voice to the debate, the MRC (MEDIA RATINGS COUNCIL) stated that it has the resources and authority necessary to resolve the conflict over PPM ratings without involvement from the FCC.
"ARBITRON concluded its comments by suggesting that radio is in danger of falling behind other media platforms such as TV, the Internet, and mobile audio services that are moving to measurement methods similar to the PPM.
"In order to stay competitive with these other media in attracting advertising dollars, radio must adapt to the 21st century, even if there will be temporary dislocations for some stations in making the transition from the diary to the PPM service," the firm added.