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Arbitron will soon be going live with PPM as currency in selected markets, and in advance of that, the Arbitron Radio Advisory Council passed a resolution yesterday recommending that Arbitron provide a minimum of 60 days prior notice before PPM becomes currency in any specific market.
The Council requests that Arbitron announce its planned implementation dates for all markets scheduled to convert to PPM in 2007, though it acknowledges that dates may be subject to revision. “Earlier notification of scheduled PPM currency dates will help the industry educate the marketplace, better train its people and work cooperatively with advertisers and agencies to position radio’s value,” the resolution states.
As far as MRC accreditation of the PPM process goes, the resolution reads, “The Council continues to believe that MRC accreditation of the PPM process will contribute to industry acceptance and support radio’s credibility with advertisers.” It urges the MRC and Arbitron to complete the accreditation process.
The Council also supports Arbitron’s commitment to complete the MRC audit process in each market prior to introducing PPM as currency in that market.
The positive resolution from the Council could encourage more radio groups to climb aboard, according to Mediaweek. Currently Arbitron has signed 11 of the nation’s largest radio groups, including No. 2 group, CBS Radio. Clear Channel, the largest radio group in the country, has yet to sign. However, veteran radio analyst Jim Boyle, with CL King, believes Clear Channel will sign for the PPM by the end of the year.
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