Posted by chicagomedia.org on September 03, 2008 at 22:15:00:
In Reply to: AHAA FCC petition filed against PPM posted by chicagomedia.org on September 03, 2008 at 10:28:34:
The National Association of Black Owned Broadcasters (NABOB) has joined other minority-interest groups including the Spanish Radio Association and the Minority Media Telecommunications Council by filing a petition with the Federal Communications Commission (FCC) calling for an investigation on Arbitron�s PPM. NABOB executive director and general counsel Jim Winston has been vocal on behalf of NABOB pointing out the concerns that PPM lacks the accurate representation of minority and younger listeners, and the FCC petition expresses more of the same. In addition, the petition uses a model that was similar to that issued by the FCC�s Committee on Diversity for Communications in the Digital Age on July 28, 2008, which also called for the PPM methodology to be investigated.
�NABOB has been meeting with Arbitron for almost two years seeking improvement in Arbitron�s PPM system,� says Winston. �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.�
The petition urges the FCC to act swiftly since its becoming currency in the four largest markets: New York, Los Angeles, Chicago and San Francisco. NABOB feels that PPM�s lack of minority representation could financially devastate minority-owned stations in the previously mentioned markets as well as others.
Winston observed, �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. 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 isn�t opposed to electronic measurement, but feels that accuracy is essential. �NABOB, like the rest of the radio industry, wants an electronic rating service,� explains Winston. �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.�
Responding to news on Tuesday (Sept. 2) that the Association of Hispanic Advertising Agencies and the PPM Coalition, a group of minority radio broadcasters, filed an emergency petition with the FCC requesting an investigation into the accuracy of Arbitron's PPM methodology, Arbitron issued a statement that said, "Arbitron does not believe that the FCC has jurisdiction over the company or its operations and assets and consequently lacks the authority to commence a Section 403 investigation. Nevertheless, we are committed to continue our voluntary meetings with the FCC."
(R&R)