New Timetable, Client for Arbitron's PPM

Arbitron has updated its rollout schedule for the PPM ratings service, pending settlement of two outstanding issues with the Media Rating Council's audit committee. Meanwhile Interep, the US's largest independent national radio representative, has signed up to use the PPM service when launched.

Arbitron President and CEO Steve Morris explained the move: 'The updated schedule we are announcing today balances our commitment to the MRC process, the demands of our PPM customers, and the recent recommendations of our station and agency advisory councils.'

Specifically, the firm says the new schedule will eliminate any overlap between PPM and diary systems; provide two demonstration months to help users understand the differences from the old system; give give radio stations and agencies more time to train staff; and allow subscribing stations and agencies 'to get the full value of their final diary-based ratings report'.

The PPM audit committee meeting of the Media Rating Council (MRC) met last Wednesday (15th Nov) and again failed to grant accreditation to the PPM, but narrowed its remaining objections to two areas, which Arbitron says will be addressed as quickly as possible. The firm has committed to having MRC accreditation of all PPM markets, including accreditation prior to commercialization of the PPM service in Houston.

Morris says the firm has 'critical mass of radio broadcaster support today in Philadelphia, New York and Los Angeles.' He adds: 'Together with an overwhelming number of agencies and advertisers, these broadcasters are urging us to begin the commercialization of the PPM ratings service as soon as possible. To that end, once we complete the independent MRC audit for Philadelphia and subsequent markets, illuminate the audit results with a report to the MRC audit committee and provide time for customers to review the impact on their business of PPM data as compared to diary data, we would then commercialize the PPM ratings service in each market. We would, of course, continue to pursue MRC accreditation after a market is commercialized.'

Philadelphia will now see the start of electronic measurement in January 2007. In New York and its two companion markets Nassau-Suffolk and Middlesex-Somerset-Union, electronic measurement would start in October 2007; and in LA, in January 2008. In each case, the first two months' data would be used purely as a demonstration.

Interep, which represents broadcast groups including ABC/Disney and CBS Radio, says it will use PPM radio ratings services in the top 50 radio markets when Arbitron commercializes the system. Chairman and CEO Ralph Guild comments: 'The advertising community has made it clear that radio must adopt an electronic measurement system in order to effectively compete in the current media environment... Interep is committed to making radio more accountable and measurable. We were one of the first contributors to the RAB's Radio Effectiveness Lab – which continues to produce tremendous work – and we look forward to similar success with our support of the PPM.'

Arbitron is online at www.arbitron.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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