NABOB joins others in call for FCC investigation of Arbitron's PPM system

(September 4, 2008) Jim Winston, Executive Director and General Counsel of the National Association of Black Owned Broadcasters, Inc. announced today that NABOB has joined with the Spanish Radio Association, the Minority Media Telecommunications Council, and several other companies and organizations, in filing a petition requesting that the Federal Communications Commission investigate Arbitron's Personal People Meter audience measurement system.

In the Petition, NABOB and the other petitioners point out that the current PPM methodology grossly undercounts and misrepresents the number of minority radio listeners.  The petitioners state that, unless the Commission acts now, implementation of the PPM methodology in four of the largest radio markets in the country:  New York, Los Angeles, Chicago and San Francisco, could seriously undermine the financial viability of minority owned radio stations in these and other markets.

The Petition follows a resolution adopted by the FCC's Committee on Diversity for Communications in the Digital Age on July 28, 2008, also requesting an investigation of Arbitron's PPM methodology. 

Winston stated, "NABOB has been meeting with Arbitron for almost two years seeking improvement in Arbitron's PPM system.  From the beginning NABOB has advised Arbitron that its PPM methodology showed deficiencies in the recruitment, retention and participation of the sample panel, and these deficiencies have resulted in a significant under representation of younger African Americans in the PPM results.  In addition, NABOB has objected to PPM's attribution of sporadic listening and the failure to have a metric that reflects listener engagement."

Winston continued, "During this two year period, we have seen PPM denied accreditation in New York and Philadelphia, which confirms the issues NABOB has been raising about PPM.  Yet, Arbitron proposes to replace its accredited diary service with the PPM service that has been denied accreditation.  In response to our concerns we have received only vague assurances from Arbitron that PPM will be perfected by 2010."  Winston added, "We can't wait that long for Arbitron to get it right.  If they don't fix PPM now, some of our member stations may not be in business in 2010."
 
Winston concluded, "NABOB, like the rest of the radio industry, wants an electronic rating service.  However, we need a service that measures our actual audience and provides reliable and credible information.  At this point, government intervention is necessary to stop the rollout of PPM until Arbitron gets it right."

NABOB is the only trade association representing the interests of the 245 radio and 13 television stations owned by African Americans across the country.  The association was organized in 1976 by African American broadcasters who desired to establish a voice and a viable presence in the industry to increase minority station ownership and to improve the business climate in which these stations operate.


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