PPM Coalition calls Arbitron's September listenership data 'inaccurate'

From RadioInk.com
(October 8, 2008) The PPM Coalition has released a statement on the Portable People Meter ratings released by Arbitron Monday, saying, "As expected given the sample deficiencies, Arbitron's PPM results for September 2008 reflect inaccurate listenership data."

Arbitron put out a release Monday pointing to what it said were successes for Spanish-language and Urban stations, but the PPMC says, "Looking at total-week average quarter-hour ratings shows an overall decline for persons 12+ in New York of 34 percent; Spanish-language radio declined over 50 percent, Urban radio declined almost 40 percent, while top five non-ethnic FM stations [were] down 10 percent."

In Chicago, says the PPMC, there was an overall decline of over 30 percent, "but if you take a closer look, Spanish-language radio is down over 40 percent and Urban down almost 60 percent, while top five non-ethnic stations had a difference of less than 1 percent."

The PPMC said Arbitron "has a long-standing history of highlighting the most favorable results" because it gives data in share and cume. But, the PPMC says, "Neither figure reflects average quarter-hour ratings ... which is what advertisers and stations depend on."

The PPMC statement continues, "Inaccurate ratings data produced by PPM will disenfranchise minority communities and have a devastating impact on small businesses. Inaccurate data will severely harm media diversity, and ultimately will limit the variety of voices and viewpoints on our radio airwaves."

The coalition said it supports the PPM technology "but has grave concerns with the flawed sample that does not accurately represent the diversity of our communities."


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