Houston PPM Potentially On Hold Pending MRC Approval
March 30, 2006 at 4:59 AM (PT)
ARBITRON has announced that it will not switch to PPM ratings in HOUSTON, and will continue to use diaries, until it receives MEDIA RATING COUNCIL (MRC) approval, as advised by the ARBITRON RADIO ADVISORY COUNCIL. ARBITRON VP/Communications THOM MOCARSKY stressed, "We will not turn off diaries and turn on PPM until we receive MRC accreditation."
MOCARSKY said that the ADVISORY COUNCIL stated that MRC accreditation is critical for a radio ratings service, and stressed that for a market like HOUSTON, "you have to have it."
When asked by ALL ACCESS about the possible time frame for approval, MOCARSKY responded that it "could conceivably happen in time for JULY, when we originally said we'd commercialize the PPM, but that is their decision... it is up to them (the MRC) to say that we meet the standards. We've done two phases of an audit... we're just waiting for our double-check."