Arbitron Tables Ethnic Sample Increase

Ratings giant Arbitron has proposed a change to its recruitment methodology in high-density African-American and Hispanic areas, in its top PPM (Portable People Meter) markets.

The move is the latest response in a saga involving complaints from minority broadcasters and political figures - including the Florida Attorney General, FCC, the House of Representatives Committee on Oversight and Government Reform, and the Attorneys General of New York, New Jersey and Maryland - relating to claims that Arbitron undercounts minority listeners.

In addition, Arbitron is currently involved in a legal dispute with Spanish Broadcasting System regarding the broadcaster's refusal to encode its broadcast signals for the PPM, with the broadcaster also claiming that the PPM incorrectly counts ethnic minority listeners.

Through an SEC (Securities and Exchange Commission) filing, Arbitron has now proposed new methodology to improve ethnic samples; including a new engagement metric, the formation of a minority leadership council and advertiser outreach to promote minority radio.

The firm has also reiterated its commitment to achieving Media Rating Council accreditation: so far, the PPM service has only been accredited in three of 33 markets.

In response, the PPM Coalition - comprising a group of minority radio broadcasters - said it has a number of questions regarding the proposal and noted some areas where it would like to see additional details, explanations and benchmarks.

Arbitron and the Coalition have made plans to meet and discuss these issues in depth.

Separately, Arbitron has announced that it met or exceeded all of its sample size metrics across the 33 PPM currency markets in the January 2010 PPM survey, and that it achieved a 'new high' sample for Black Persons aged 18-34 and Hispanic persons aged 18-34.

Web site: www.arbitron.com .