When PPM Rolled Out, Arbitron Didn't Listen
Livingston, again being interviewed by Arbitron's Bill Rose at last night's forum, said the biggest difference between Arbitron today and Arbitron during the PPM rollout was the company didn't listen at all. "You had a way of thinking and you rolled with it." Levingston said some of the terminology, then used for the diary method, should have been changed and, like most, he was critical of the sample size. Levingston said for Arbitron to say 5 black men is a representative sample of 290,000 black men is crazy. "That should never have come out of your mouth."
Levingston also admitted those involved in the PPM process got some things wrong. He said, "we forgot to listen to the listeners. They want good content. An interruption is an interruption but listeners have a problem with bad interruptions. All stops are not bad. We should have taken more time to get it right." Levingston also said the biggest misconception about radio is that its a dying medium. "We have not figured out how to connect all of our features to benefit the advertiser. We are not a dying medium, we are a challenged medium. We've done a bad job of selling that. We don't have it right."
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