Arbitron, RAC Focus On 'Project Leapfrog,' PPM Improvements
March 11, 2011 at 11:23 AM (PT)
Executives from the ARBITRON RADIO ADVISORY COUNCIL came away from its recently completed Spring meeting with fairly high hopes for improvement. The main gist were ARBITRON's consideration of a web/mobile-based diary, dubbed "PROJECT LEAPFROG," and its continued improvements on PPM sample improvement.
A statement from RAC Chair and KZST VP/GM TOM SKINNER, Vice Chair and LINCOLN FINANCIAL Pres./CEO DON BENSON and Past Chair and RADIO ONE RVP DOUG ABERNETHY read:
We had a productive meeting of the RADIO ADVISORY COUNCIL in ANNAPOLIS, MD covering a variety of important topics for ARBITRON and for Radio.
On the Diary front, we are encouraged that ARBITRON is making significant investments to explore new approaches for Diary markets that go beyond paper and pencil diaries. ARBITRON shared the current status of its test plans for PROJECT LEAPFROG; a new experimental measurement approach that features a week-long, Web/mobile-based survey as the primary means of data collection. ARBITRON has been sharing its progress on this work with the Council over the past year. We urged ARBITRON to share more details about LEAPFROG and other diary improvement initiatives with all customers as soon as practical.
Regarding PPM, we note ARBITRON's sample improvement in the past year. We are pleased that ARBITRON plans to continue that momentum with steps to improve PPM panel quality including the expansion of targeted in-person recruiting, address-based sampling, and a finer level of geographic sampling control. We also encouraged ARBITRON to move forward with the implementation of PPM360 (ARBITRON's newly designed mobile platform-enabled meter) with all due speed.
In its own statement, ARBITRON said. "Our work with the COUNCIL is very important because it helps us shape our thinking around key issues and communicate better with our customers. We appreciate the COUNCIL's suggestions to share more about our work to enhance the Diary and PPM service and we are planning a series of communications about our initiatives as soon as possible."