Arbitron's sampling methodology is FAR more important than Mror MrsDePetro's misdeeds

[Alan Tolz]

>> Having said that:  Do we really want government sticking their nose into 
>> this?  What business is it of theirs?  If they don't like what they hear 
>> from Arbitron, what are they going to do about it?  What CAN they do 
>> about it?>>

No.

It's NOT their business at all.

Nothing that matters to the advertiing buying community.

Bring it under a big public spotlight.

----- Original Message ----- 
From: "Sid Schweiger" <sid@wrko.com>
To: "Boston Radio Interest" <boston-radio-interest@rolinin.bostonradio.org>
Sent: Friday, August 22, 2008 3:25 PM
Subject: RE: Arbitron's sampling methodology is FAR more important than Mror 
MrsDePetro's misdeeds


>>As I understand it, the PPM methodology is so bad in the urban areas of 
>>NYC,
that the City Council is involved with Arbitron to try to make the PPM
acceptable.<<

No.  It's not the methodology they're complaining about per se.  It's the 
results.  Stations programmed to (no delicate way to say this) non-whites 
took a huge nose-dive in the first PPM ratings, and other stations that had 
been ratings losers moved way up.  The obvious question is:  Which results 
were real?  Both?  Neither?  We don't know.  I suspect what the City Council 
will be looking for is justification for the PPM results, and I don't know 
that Arbitron can actually provide that to anyone's satisfaction.  It's one 
means of measurement, using one methodology.  Another outfit, using another 
methodology, will arrive at completely different results.  But, with one 
company in this business, we'll never know...we're stuck with Arbitron.

Having said that:  Do we really want government sticking their nose into 
this?  What business is it of theirs?  If they don't like what they hear 
from Arbitron, what are they going to do about it?  What CAN they do about 
it?

Sid Schweiger
IT Manager, Entercom New England
WAAF/WEEI/WEEI-FM/WKAF
WMKK/WRKO/WVEI/WVEI-FM
20 Guest St / 3d Floor
Brighton MA  02135-2040