PPM Debate Rumbles On

Radio ratings giant Arbitron says it welcomes the chance to discuss the impact of its PPM system further with Congress, following moves this week by New York Democrat Edolphus Towns, Chairman of the House Oversight and Government Reform Committee.

The Committee is reported to have asked the Federal Communications Commission (FCC) for information this week, related to ongoing claims that the new system may underrepresent some ethnic and age groups.

In a letter to FCC Commissioner Michael Copps, Towns said he was concerned that the device has not been adequately distributed within minority communities, or cellphone-only households. 'I remain deeply concerned that without deliberate and timely investigations into this matter the increased use of PPM will further threaten the financial viability of minority targeted radio stations.' Towns is looking for a reply by tomorrow, July 1 including results from the FCC's own investigations.

The ratings firm's President and CEO Michael Skarzynski said today: 'Arbitron welcomes any opportunity to discuss the importance of electronic measurement, the effectiveness of the PPM technology, the value of the data it produces and our disciplined approach to the deployment of the service across the United States. Arbitron looks forward to sharing with the Committee our expertise and insights based on our long history and extensive experience in gathering, distributing and supporting the currency that is used throughout the radio industry by broadcasters, advertisers, and agencies.'

The company has already implemented a number of improvements, including more cell-phone only panelists and increased targets for minority listeners in PPM samples, and, emphasized Skarzynski, 'maintains an ongoing dialogue with broadcasters, industry groups, advertising agencies, the Federal Communications Commission, and Congress as part of our commitment to continuous improvement program for the PPM service and technologies.'

Arbitron has already settled cases brought by the Attorneys General of New York, New Jersey and Maryland, and agreed to demands by Black Broadcasters' Association NABOB to extend improvements subsequent to those cases, nationwide.

Web site: 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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