People Meter Controversy Triggers Ethnic Angst and Lawsuits
3 Minute Ad Age, Oct. 16, 2008
Produced by
Hoag Levins
Published: October 16, 2008
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| Charles Warfield, COO of Inner City Broadcasting, slammed Arbitron's People Meter system.
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NEW YORK (AdAge.com) -- Arbitron's commercialization of its Portable People Meter system in New York and New Jersey radio markets this week triggered a flurry of conflict. The attorneys general of both states filed suit to block implementation of the system, which, they charge, undercounts African American and Hispanic audiences. Arbitron then counter sued. Meanwhile, the Hispanic Radio Association and the National Association of Black-Owned Broadcasters joined with regional minority radio stations on the steps of New York's City Hall to blast the Arbitron system as inaccurate. Arbitron defends the accuracy of its data gathering.
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The question is this: given the well-know issues of the diary methodology which has been the standard currency for buying and selling advertising, where has the uproar been over that flawed system since the beginning of the ratings business? And how many careers have been celebrated or ruined based on diary ratings?
What a waste of time and resources. The radio industry is going through the exact learning process that television did. Ratings go down, CPP's go up, previously high-rated stations fall, previously low-rated stations rise and life goes on. Instead of going through all of the PR and political posturing, get over it, work with Arbitron and just do your jobs.