• by Erik Sass  @eriksass1, December 6, 2007

Arbitron is prepared to guarantee it will reach 80% of its target sample sizes for the critical 18-54 demo, the company announced Wednesday after consulting with the Arbitron Radio Advisory Council, which represents its clients in radio broadcasting. This is a step down from its earlier proposal to guarantee 90% of sample target sizes for listeners 6 years and up.

Steve Morris, Arbitron's chairman, president and CEO, said in an official statement: "The revised guarantee is keyed to persons 18-54, where most radio selling is focused. If we meet our targets, there will be no need for rebates. We feel confident that we can meet these targets on the schedule provided in the new sample guarantee program."

For Houston and Philadelphia, where PPM ratings are already being used as currency for radio ad sales, the new 18-54 sample size guarantee goes into effect from Nov. 13-Dec. 10, with results to be delivered on December 31. For subsequent markets, the guarantee goes into effect for the third survey month after its commercialization as currency.