PPM Panellists Admit to 'Meter Cheating'

An independent study of Arbitron's PPM (Portable People Meter) panellists has uncovered how some try to 'beat the system' in order to earn more monthly payments.

The rating giant's PPM is an electronic measurement system designed to automatically detect radio signals wherever a listener may be - in the car, at home, or at work. Panelists accrue points, according to the time they spend recording their listening habits, and these points are then converted into cash, which is paid out monthly.

The study was conducted by Broadcast Architecture, a firm providing research and consultation services to the radio, TV, and entertainment industries. When asked the number one reason they participate in PPM, the overwhelming answer was 'money'. However, when it comes to the pay-out, some families receive just 15% to 20% of what other families are paid. Some reported receiving $25 to $35 per month per person, while others ranged from $150 to $200 per person.

Some respondents voiced their belief that they earn more points if they actually move more, for instance when playing basketball, or driving around.

Two different respondents (from different households) described how they hang the meter on a ceiling fan in order to 'keep it moving and earn points'. One couple mentioned how they 'jiggle' each other's meters when the other is in the shower in the morning 'to get points'.

Although this was a small group, cheating was mentioned by a high percentage of them and Broadcast Architecture says it seemed to be driven and justified by the desire to get more points and a 'bigger check' each month.

One respondent who said she really enjoyed participating in the process still admitted to cheating and carrying her son's meter for him. She also mentioned her son hanging the meter on his ceiling fan and summed it up by saying 'I know it's cheating and I know we shouldn't do it, but we wanted to make sure our numbers were still there'.

For its report, Broadcast Architecture talked with 13 people who have participated on Arbitron PPM panels, including eight women and five men ranging in age from 19 to 67. Panelists were recruited by an independent researcher, and no panelist info was supplied by Arbitron.

The survey was conducted last month and forms the initial wave of an ongoing study which aims to provide an in-depth look at what PPM panellists actually do with their meters.

The firm's owner and President Allen Kepler comments: These folks hold so much of our fate in their hands - literally - and we felt it was time to seek them out and see what's actually going on at ground level. Some of you may find the results surprising; others may be shocked by some of the statements and behaviors.'

Web site: www.broadcastarchitecture.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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