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Obama, Durbin Weigh In On PPM
WASHINGTON -- September 30, 2008: Illinois Senator and Democratic presidential nominee Barack Obama and Sen. Richard Durban (D-IL) have written to Arbitron Chairman/President/CEO Steve Morris to express concerns about the expanded rollout of the Portable People Meter to eight more markets, including Chicago, saying, "We urge you to delay the rollout until the system is accredited by the Media Research Council." (The accreditation body is actually the Media Rating Council.)
The Senators write, "Delay is in the best interest of consumers, broadcasters, and advertisers. Experts agree that a properly implemented PPM system is more accurate than the paper-and-pencil diary system currently in use. However, Arbitron plans to commercialize a PPM system based on a methodology that was denied MRC accreditation and as a result, we can only conclude that it does not accurately reflect the behavior of all consumers, including minorities."
Obama and Durbin say that "failures in accuracy unrelated to the technology are not only possible, but likely, without careful execution and proper selection of participants," and add that "MRC accreditation is the only third-party tool we have to judge whether or not the system is being properly implemented. And the implications of poor implementation of a new PPM system for the public interest are too serious to ignore."
The Senators cite a letter to Morris earlier this month from Sens. Daniel Inouye (D-HI) and Patrick Leahy (D-VT) that said, "If the methodology used in the unaccredited markets is underreporting listenership in certain urban or Hispanic-oriented programming, thereby distorting the market, it will harm the important broadcast policy of diversity" and say they share those concerns.
Obama's and Durbin's letter also refers to the MRC's Voluntary Code of Conduct, which, it says, "discourages ratings companies like Arbitron from discontinuing use of an accredited ratings method until a replacement method is accredited."
Morris acknowledged the letter with a brief statement that read, "Arbitron is following and will continue to follow the requirements of the Media Rating Council Voluntary Code of Conduct. The MRC's mission, as the industry organization that audits and accredits ratings services, has always been expressly predicated upon a process that is voluntary rather than mandatory.
"We support the MRC accreditation process and will continue to pursue accreditation in all markets, but the radio industry should not wait any longer for electronic audience measurement. Broadcasters, agencies, and advertisers in radio's top markets have long called for the adoption of a more precise and credible audience measurement tool. They have made it clear that the adoption of the Portable People Meter service is critical if radio is to remain competitive in an increasingly challenging media marketplace."
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