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YOUR Arbitron questions?

H

Holland Cooke

Let's hear 'em!

I'm having dinner with Arbitron President Steve Morris Wednesday.
And attending a no-questions-barred conference @ Arb HQ next day.

Ask away, and I'll ask.

Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com
 
certain radio groups in some markets didn't want to encode for the PPM...how did Arbitron convince them? Did the groups get a break on their Arbitron dues in order to be Guinney Pigs...

Also, how is Arbitron handling the Cost Per Point issue? Since the PPM sky rocketed everyones cume but slammed TSL, stations have a harder time reaching a 1 ratings point and thus has created a situation where ad buyers can exploit a station and drive rates down by forcing stations and groups to give up more inventory. What is Arbitron doing to fix that situation?
 
Why does Arbitron suck so bad? ;D

OK, I'll try again after coffee.
 
What's the national rate of diary return in adult demos 25-54?
 
What check do you have to make sure panelists are writing down whatever they please for whatever reasons they come up with? Because they wait until the end of the day or the end of the week? Because they think the week in question doesn't really reflect what they usually do? Because they want to support a station more than they really want to listen to it? Because they want to yank your chain and therefore lie?

Bottom line: How can anybody trust diaries or the people who get them?
 
Software

The biggest problem that Arbitron is having right now and NO ONE is talking about but me is software. There are bad numbers being produced by Arbitron's own software. The numbers don't even match between PPM Analysis tool and Tapscan. And I'm not talking about the difference in rounding between two different engines. I'm talking about WRONG calculations.

And that's the good news. The bad news is the HOURS that it takes to install a new data file and run the most simple ranker report.

And that's the other good news. Last but not least, the Arbitron applications (PPM Analysis Tool and PPM Weeklies) don't even have the ability to produce a document that's formatted, legible and usable. The only way for me to make dynamic reports that dring very complex data down to a third-grade reading level for management and clients is to export and spend hours in Excel.

You just fired Scott Musgrave and had massive layoffs in IT. What are you going to do to put out a usable software application?


dls
 
As I read this discussion, I find myself wondering: Why does the industry tolerate bad research and unreliable information (and done so for so long)? Why have they continued to support the Arbitron monopoly and resisted various efforts at improvement? What has radio to fear from accurate audience measurement?

Advertisers don't trust radio's audience information and this is cited as a factor in agencies increasingly avoiding radio. Bad research takes the bread out of radio's mouth but the industry doesn't respond in any meaningful way.

The only explanation I can come up with is radio's incredible cheapness.
 
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