Harker Research Says There's Some Missing PPM Listening
August 17, 2010 at 4:26 AM (PT)
The folks at HARKER RESEARCH read the recent story that recounts the adventures of a PPM panelist as she tried to fulfill her responsibilities (NET NEWS 8/13), and couldn't resist expanding on the story. Wrote HARKER, "It sounds like ARBITRON made an attempt to have the panelist perform her duties, and it sounds like the panelist made a conscientious effort to fulfill her duties. However, we suspect she was less than candid about how often she didn’t do as ARBITRON asked. The meter probably spent a little more time in her purse than she admits."
Continued HARKER, "The goal of PPM is to capture all exposure to encoded radio, yet clearly MS. SPRAUVE had more opportunities to hear radio than the meter had. Whether the meter was in her purse, left at home, or left on her desk at work, the meter didn’t capture all the radio she heard."
Then the blog asks, "How much listening does PPM lose?"
HARKER continues, "ARBITRON is mum on the subject. We’ve asked, but it’s classified. They’ve never published specifications, they’ve never released the results of any tests. However, using the little information available, it is not an insignificant amount. We think perhaps three or four hours of a market’s TSL goes missing. Those might be your quarterhours."
You can read the full posting here.
ALL ACCESS contacted ARBITRON for a comment, but we have not received a response.