Arbitron Reacts To L.A. Wildfires
September 1, 2009 at 8:50 AM (PT)
ARBITRON has responded to the fires ravaging the LOS ANGELES area, and began monitoring the progression of the wildfires over this past weekend.
The company's policy with any natural disaster is to monitor conditions in the market through broadcast, print and online media. When PPM markets are impacted by a natural disaster, their Encoding Operations, Panel Relations and Management and Credited Listening departments meet daily -- often multiple times a day -- to ensure that every aspect of the survey process is being monitored for any anomalies and to prepare for immediate action if necessary.
ARBITRON told ALL ACCESS, "When a mandatory evacuation occurs, we suspend any calling to respondents in an evacuation zone. On SUNDAY afternoon, AUGUST 30th, we suspended calling to panelists in the areas covered by the mandatory evacuation. Calling will resume once the evacuation has been lifted. We are also monitoring the Daily In-Tab status of panelists as well as preliminary media codes detected by the meters in the area affected by the wildfires and surrounding areas. There has been no change in our panel relations communications with the remaining L.A. metro areas not impacted by the wildfires."
YESTERDAY afternoon (8/31), ARBITRON broadcast engineers attempted to contact the engineers responsible for the stations with transmitter sites on MT. WILSON. ARBITRON engineers are available should they have any questions or concerns. TODAY, their broadcast engineers will continue to reach out to those stations in danger and provide encoding assistance.
ARBITRON encourages GMs or station engineers to contact their ARBITRON engineer or, after hours, the Encoding Emergency Hotline at (866) 767-7212.