NEW YORK: The Media Rating Council has again denied accreditation to Arbitron's Personal People Meter service in Philadelphia and New York, the firm revealed this week – having kept the disappointing decision to itself for over a month.
The disclosure came in Arbitron's 10-K filing with the Securities and Exchange Commission dated February 28, although the PPM audits relate to Fall 2006 in Philadelphia and Summer 2007 in New York.
New audits in both test markets are already underway and Arbitron claims it has achieved "significant improvements" since the earlier appraisals.
Moreover, an MRC statement also appears to offer a morale-boost for Arbitron.
"[MRC] believes that electronic measurement such as … PPM technology can represent an improvement over existing non-electronic audience measurements, and encourages Arbitron to continue in its extensive good faith efforts to achieve accreditation of the Philadelphia and New York Services."
In November 2007 the firm announced a delay in entering its next nine markets after concerns aired by clients. Among the markets put on ice were Los Angeles and Chicago. In Philadelphia, however, the PPM has provided ratings metrics for nearly a year.
Data sourced from mrweb.com; additional content by WARC staff