Arbitron Addresses PPM Issues As Questions Linger

Some Questions Answered Yesterday

As the dust settles on the ARBITRON re-release of HOUSTON PPM data (NET NEWS 8/23), there remain some questions according to some PPM subscribers. ARBITRON addressed the approximately 200 records that were initially left out of the sample. They have now been added, however the in-tab remains below projected goals. During YESTERDAY's "Fly In," Project Manager ADAM GLUCK told attendees, "A bigger sample size gives you more reliable results -- that’s what we’re seeing in PPM."

A bigger sample size gives you more reliable results -- thatâ??s what weâ??re seeing in PPM.

ARBITRON Chief Research Officer BOB PATCHEN reminded the largest Fly-In crowd in company history that the glitch that had so many people questioning the HOUSTON data was a reporting error and not a real change in sample size.

A PPM client told ALL ACCESS, "There are two all-time lows in the newly released data. Hispanics were down 10% from the last week in JULY. Hispanics 6+ and 12+ dropped 10% week to week in the re-released HOUSTON data -- from 250 to 225 in-tab 12+ and 302 to 270 to the lowest weekly In-tab in HOUSTON PPM history 12+ ... and HOUSTON was the ARBITRON Hispanic test market. It was also a low for males 18-24, with 57 daily in-tab versus 34 weekly in-tab, which translates to a ratio of 59.6% in a demo they said they were working on improving."

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