Radio Advisory Council Passes Positive Resolution Regarding Arbitron PPM The Arbitron Radio Advisory Council passed a resolution Wednesday regarding PPM, which will soon be going live in selected markets. The council says they continue to believe that Media Rating Council accreditation of the PPM process will contribute to industry acceptance and support radio's credibility with advertisers, but throws its support behind the technology.
"PPM presents many advantages over diary-based methodology and provides better measurement requested by advertisers," the council said.
Among its recommendations, the council urged Arbitron to provide a minimum of 60 days notice before PPM becomes the standard in any market. "The conversion from diary-based measurement to PPM will change many of radio's business practices," it said. The council also supports Arbitron's commitment to complete the MRC audit process in each market prior to introducing PPM in a market.
The council also urged Arbitron and the MRC to complete the accreditation process for Houston as soon as possible. The PPM is currently undergoing testing in that market.
PPM measurement is scheduled to begin in Philadelphia in January.
The council also asked Arbitron announce its’ planned implementation dates for all markets scheduled to convert to PPM in 2007. It said, "While the council understands that these dates may be subject to revision, earlier notification of scheduled PPM currency dates will help the industry educate the marketplace, better train its people and work cooperatively with advertisers and agencies to position radio's value."
