With Arbitron’s Portable People Meter coming under more and more politically-driven fire, it’s tempting for diary-market folk to think this is a good thing for the diary methodology.
Nothing could be further from the truth.
Before all these unwarranted, unfounded attacks on the PPM methodology, there were myriad discussions among small and medium market operators about the impact of the new technology on diary markets: Would the PPM cripple the credibility of the diary?
The consensus was, Not really. Sophisticated advertisers and buyers will use the tools available to them. Main street advertisers will be guided by their trusted media partners—that would be you—to use survey tools better to understand their market qualitatively, not to compare radio stations quantitatively and arbitrarily.
Unfortunately, all the negative attention on the PPM affects the stature of the Arbitron brand and the credibility of everything they do. It hinders our ability to help our clients be better informed advertisers.
It also gives rise to alternatives; Nielsen comes to mind, and Eastlan, and several lesser players. Competition is not a bad thing, but competitors should build their market share on legitimate advantages, not the unwarranted perceived weakness of their counterparts.
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