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Arbitron announced today that it will narrow the sample size guarantee for its PPM ratings system to cover people aged 18 to 54, instead of the broader range of persons above the age of 6.
The company is also guaranteeing delivery of 80 percent of the target size for the panels, as opposed to its previous guarantee of 90 percent, writes the AP.
In Houston and Philadelphia, where the PPM system has already been commercialized, the new sample-size guarantee will take effect in the December 2007 survey month.
“The Arbitron Radio Advisory Council has recommended that we narrow the guardrails of our current PPM sample guarantee to Persons 18-54. We have considered the Council’s recommendation and believe that a Persons 18-54 guarantee is an appropriate next step in our efforts to enhance the quality of our PPM services,” said Steve Morris, chairman, president and chief executive officer, Arbitron Inc.
“Meeting sample targets is an integral part of our effort to instill greater confidence in the currency and we hold ourselves accountable for doing so,” he added. “The revised guarantee is keyed to Persons 18-54, where most radio selling is focused. If we meet our targets, there will be no need for rebates. We feel confident that we can meet these targets on the schedule provided in the new sample guarantee program.”
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