Coalition calls Arbitron's unaccredited PPM rollout plans 'unprecedented'

From Radio Ink
(September 25, 2008) In comments filed with the FCC on its own emergency petition asking for an investigation into Portable People Meter methodology, the PPM Coalition says "Arbitron's plan to commercialize an unaccredited currency product is unprecedented."

The coalition -- which includes NABOB and members of the Spanish Radio Association -- tells the FCC that Arbitron's saying it has received Media Rating Council accreditation for the PPM in Houston is "misleading" since "Arbitron does not intend to use the methodology accredited in Houston," but a "substantially different methodology" that has been denied MRC accreditation.

The PPMC also says that, among Nielsen, Arbitron, Scarborough, and print-media measurement service MRI, "no currency audience measurement product has ever proceeded to market without achieving MRC accreditation in at least one market prior to accreditation."

The PPMC goes on to say that FCC intervention is needed to "ascertain the facts and assess potential harm to broadcast diversity," saying minority broadcasters have negotiated with Arbitron "to no avail."

Says the filing, "On the one hand, Arbitron acknowledges the industry’s concerns and promises to continue its efforts to improve its PPM services -- improvements to the quality of its sample, improvements to the weighting of its data, and improvements to the compliance rates of its participants, etc. On the other hand, Arbitron insists that its PPM services are reliable and effective. Which is the truth? Is PPM ready for market or does it still need considerable work?"

The filing continues, "Without MRC accreditation or access to Arbitron's guarded research data, there is no way for the industry to judge. That is why the commission must investigate."

The coalition also says the FCC has jurisdiction to investigate under Section 403 of the Communications Act, saying, "If, as asserted by the PPMC, implementation of Arbitron’s flawed methodology will gravely impact broadcast diversity and the diversity of media voices within the U.S. radio market, the
commission must investigate these claims because they strike at the very heart of the commission's policies on diversity of media ownership."

The coalition claims the FCC does have jurisdiction, for investigative purposes, to inquire into the actions of a third-party non-licensee, "in particular one whose behavior so thoroughly affects the broadcast industry."


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