RBR: "Given the news that the Media Rating Council (MRC) that it has withdrawn accreditation of the monthly AQH radio ratings data produced by the PPM service in Cleveland, Portland OR, Riverside-San Bernardino, Salt Lake City-Ogden-Provo, and Tampa-St. Petersburg-Clearwater, we revisited an interview with MRC Executive Director and CEO George Ivie as to issues surrounding accreditation in PPM markets. First of all, it’s a complex thing to accredit a new service and Arbitron has adjusted the service to meet the compliance needs of the MRC. That takes time and is always under review."
“It’s a complex problem. It’s like a waterbed, you push down on one side and other sides move. You have to push down on the whole bed to hold it all down. If you let go of something, certain things may get worse, other things may get better. You have to really be vigilant.” -- Ivie in Inside Radio
Since the news broke, clients in both PPM and diary markets have been asking if "panic" is the order of the day, as Arbitron Director of Programming Services Jon Miller coincidentally titled his new blog post on ARB's training site and my advice given that, yes, credibility of media measurement is absolutely crucial, but since we've all seen this coming for a very long time is: DON'T (panic).
Keep the pressure on researchers to be as open as possible as they work on the complex sample quality issues that every market is witnessing. Secrecy won't improve anyone's confidence level.
A quick recap of past history as chronicled on this blog alone:
- Wednesday, May 24, 2006: Pew: 8% Have Only A Cell Phone, Challenging Radio And All Other Phone-Based Research. Last year, only five years later, The New York Times reported that Arkansas had the highest concentration of people in cell-only households, at 35.2 percent, next was Mississippi at 35.1 percent, Texas at 32.5 percent, North Dakota at 32.3 percent, Idaho at 31.7 percent and Kentucky at 31.5 percent.
- Tuesday, March 04, 2008: Why An Index Of 80 Or 90 Isn't Good Enough
- Wednesday, May 07, 2008: ARB's Patchen Hits A Foul Ball; Randy Kabrich Hits A Home Run
- Wednesday, April 01, 2009: The Right Way To Sample
- Monday, April 13, 2009: Arbitron's Dr. Ed Responds
- Saturday, July 09, 2011: "Research IQ"
- Tuesday, October 04, 2011: Take Aspirin Before Reading
- Sunday, November 13, 2011: Smiling While Scratching My Head
ao-banner" height="150" width="180">