Radio InSights

Arbitron's Latest Bad Idea: Second Chance Diaries

While Arbitron scrambles to fix PPM without spending more money than necessary, it is also trying to address issues with the diary methodology without spending more money than necessary. It has announced that beginning with the Spring book, households will have a second chance to participate. According to Arbitron's Pierre Bouvard as quoted in Inside Radio:

They'll use it if a household doesn't return any diaries, giving them a "second chance" to take part in the survey. If it works, it would help improve the response rates.

Only in the Orwellian world in which Arbitron lives could this be sold as a means to increase response rates. It costs considerably more to recruit a new household than it does to go back to a household Arbitron has already recruited. If the company can convince them to try again, Arbitron saves money.

The problem is that Arbitron's own research shows that non-respondents listen to less radio than those who fill out diaries. By going back to households who have already refused, Arbitron increases the proportion of light radio users. It practically guarantees that average listening levels will drop as a result.

PPM - The Blame Game

As RBR reported

“There may be blood in the water at Arbitron, as analysts drilled Arbitron CEO Steve Morris on the dilemma the radio medium is facing right now with PPM. As the news of Arbitron delaying the commercialization of its PPM radio ratings service in nine markets made headlines morning. Morris  held a conference call to shed more light on the decision and answer questions. The general theme was focused on restoring confidence and trust, but as one analyst mentioned in the call "Now that blood is in the water," when six months comes and goes, will the broadcasters be even more united in killing PPM? “

In many ways we are missing the point and the implications of what we are seeing unfold. Many publications, broadcasters, and consultants are insinuating that this is the broadcasting communities’ fault.

This debacle rests fully with Arbitron. It is the responsibility of a vendor to deliver what is contracted for. The radio industry is not at fault – and the spin machine should take a break.

It is not the broadcasting’s communities’ fault that proper controls are not in place at Arbitron to ensure that sampling is as it should be. That is their problem.

Morris said that issues have come to his attention in the past “three weeks”. This is where it becomes confusing. The sampling issues for 18-44 year olds have been around for many years. It does not quite make sense that PPM measurement is halted in the Number 1 market in the country for this sudden revelation…

Broadcasters should be demanding that ratings are provided that are an accurate reflection of the market. An adequate explanation of why the sudden halt of ratings delivery should be the beginning of the trust rebuilding process along with “transparency” that has been promised as well.