Broadcasters' Body Backs NJ PPM Enquiry

The New Jersey Broadcasters Association (NJBA) has applauded the decision by the state's Attorney General Anne Milgram to investigate complaints that Arbitron's PPM is 'flawed' and undercounts the listening habits of minorities.

In September, Milgram issued ratings giant Arbitron with a subpoena seeking more info about the PPM, following New York Attorney General Andrew Cuomo's request for a full PPM investigation earlier that month.

NJBA Executive Director Paul Rotella agrees with the action, stating his association's belief that the PPM undersamples many New Jersey counties.

'We join with the Attorney General and the people of New Jersey in recognizing the absolute need to investigate Arbitron's introduction of the unaccredited PPM system to measure listenership', Rotella commented. 'PPM results, in their present form, unfairly portray the New Jersey marketplace to the detriment of minority and small to medium market broadcasters in the state relative to their larger market brethren in Philadelphia and New York.'

The Association of Hispanic Advertising Agencies (AHAA) alongside a group of minority radio broadcasters known as the PPM Coalition have also called for the FCC to investigate the PPM.

Critics including Senator Barack Obama have urged Arbitron to delay its PPM rollout, but the system was commercialized in eight new markets earlier in the month. A number of radio broadcasters last week came out in support of the ratings firm, saying the FCC has no jurisdiction in the area. Arbitron has since sought a declaratory judgment and injunctive relief against the New Jersey Attorney General.

Web sites: www.njba.com and 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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