Arbitron, PPM Coalition Make Peace

The long-running dispute between Arbitron and the minority broadcasters represented by the PPM Coalition has finally been settled after several years of acrimonious dispute. This clears away potential obstacles to further expansion of electronic radio audience measurement by Arbitron's Portable People Meter, a passive electronic measurement device.

According to Arbitron, the radio ratings firm has formulated initiatives in cooperation with the PPM Coalition and the Media Rating Council that are designed to address some of the shortcomings of PPM ratings -- namely, the under-representation of minority audiences in Arbitron's audience samples.

The measures include address-based sampling and targeted in-person recruiting. (Previously, the company conducted recruiting solely through phone calls and mailings.)

Both measures are designed with the goal of increasing panelist participation in minority audience samples: in-person recruiting will allow the company to reach young minority adults that might not have land lines at home, while address-based sampling will help make recruiting of land-line households more accurate.

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In-person recruiting is scheduled to start this July, and should be in place in all 25 top PPM markets by the end of the year. Address-based sampling and in-person recruiting will be implemented across all PPM markets by the end of 2011.

Arbitron has also agreed to launch a new engagement metric this year; increase the PPM sample size for ages 18-54 by 10% by mid-2011; and support advertiser outreach for minority radio broadcasters.

Minority broadcasters had complained that Arbitron's PPM sampling methodology under-represented key minority demographic segments, including African-American men ages 18-54 and Hispanic males. Part of the problem was that some panelists recruited to carry the PPM device failed to participate, causing Arbitron to miss audience sample size targets for minority audiences.

The dispute over minority audience measurement has dragged on for some time, complicating Arbitron's plans for eventually introducing PPM in the top 50 radio markets. Jim Winston, executive director of the National Association of Black Owned Broadcasters, noted the length of this dispute: "We have been talking with Arbitron for more than three years about PPM, and I am pleased that we have been able to come to an agreement for moving forward."

The public announcement of the agreement revealed some of the long-standing issues blocking accreditation by the Media Rating Council, which is prohibited from disclosing the substance of its confidential deliberations.

George Ivie, the MRC's CEO and executive director, said: "The MRC has been focused on seeking more in-person recruitment, meter-installation and respondent coaching, as well as improved sample distribution, in Arbitron's PPM methodology as part of our accreditation proceedings." He added: "We believe [they] can improve the quality of Arbitron's currency ratings."

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