Arbitron Proposes To Launch In-Person Minority Recruitment For PPM
March 1, 2010 at 3:14 PM (PT)
In its most recent SEC filing, ARBITRON has proposed to launch a "multimodal recruitment approach" that would entail in-person recruiting of Blacks and Hispanics, starting in JULY 2010. The company submitted this proposal, among others, to the United States House Of Representatives Committee On Oversight and Government Reform on FEB. 12th.
Under this new plan, "We will deploy in-person recruiting in the high-density Black and Hispanic areas in the top-25 PPM Markets by year-end 2010 with full address-based sampling to be completed in all PPM Markets by 2011," the filing stated.
"In addition, we proposed to undertake several initiatives focused on minority broadcasters, including: (i) launching the previously disclosed engagement metric in the first quarter of 2010; (ii) forming a minority leadership council in Spring 2010 to bring the leadership of broadcasters and agency communities together; and, (iii) expanding our current initiatives directed toward advertiser outreach for minority radio."
Of course, even with this aggressive effort to generate an appropriate Black and Hispanic sample and repsonse rate, ARBITRON noted, "While we have designed this proposal to accomplish the goals described above, we can provide no assurance that we will be successful."
Read the entire SEC filing when you click here.