To be sure, Arbitron can boast of its electronic personal people meter, or PPM, which last week was adopted in Norway. But Clear Channel CEO John Hogan-who vehemently denied this was a negotiating technique with Arbitron-called the U.S. rollout of the PPM the "longest birthing ever."
Who does Arbitron blame for the tardiness? The radio groups, of course. "We've responded to what the industry has asked for," said Thom Mocarsky, VP-communications, Arbitron. "They said do another market more heavily Hispanic [after a 2003 Philadelphia trial], do a twin-panel comparison, do more research on response rates, do an economic impact study. That's what the industry asked us to do and we rolled up our sleeves and did it." Looks like it's time to roll those sleeves up a little higher.