Media Buyers Choose Arbitron Over Nielsen…

Wednesday, December, 3, 2008 by Mel Phillips.

A new Media Life poll shows that despite Arbitron’s recent problems with their PPM methodology, the majority of media buyers would choose them over Nielsen in the audience measurement battle.  When media people were asked: Based on what you know about Nielsen’s proposed system and Arbitron’s PPM, which system do you like better? Arbitron was the clear winner with 84% of respondents choosing it over Nielsen’s proposed system.  This is an eye-opener since Arbitron’s PPM was chosen over Nielsen’s diary methodology and there’s more…

Asked which of the two systems was most likely to win out in the event of a shakeout, 75% chose Arbitron’s PPM.  Ya think Arbitron will show those results to PPM detractors?  55% agreed with the statement, “It’s a vast improvement over the old paper diary system” and 27% agreed that “It’s an improvement over the old system.”  Where I come from that amounts to 82% that kind of like Arbitron’s PPM…

Before you think this was a slam-dunk, there are some doubters.  49% agreed with this statement: “I still have my doubts, but the PPM is better than the old system.”  A good share of respondents, 47%, also thought Arbitron made a mistake by not getting Media Rating Council approval before beginning the rollout, 33% thought not.  The rest were undecided…

This is not meant to be an endorsement of Arbitron over Nielsen, I’m just reporting on the results of a new poll.  Radio stations and media buyers are smart enough to make their own decisions, aren’t they ???   

10 Timeline Memories: 

1. 1833] Boys and girls together: Oberlin College (OH) opens as the first co-educational school of higher education in the U.S…
2. 1931] Debuted on this date: Plop-plop, fizz-fizz: Alka Seltzer makes its debut. Enter ‘Speedy‘…1950] Paul Harvey begins his national radio broadcast…
3. 1949] Lucky and good: Notre Dame stretches its unbeaten streak to 4 seasons and 38 games by beating the Kyle Rote SMU Mustangs 27-20.  This is a clip of the Irish beating USC in 1949. The Irish win their 7th national title…
4. 1961] How do you do: The Beatles meet Brian Epstein for the first time in his record shop in Liverpool…
5. 1967] Have a heart: Dr. Christiaan Barnard performs the first human heart transplant. Patient Louis Washkansky lives for 18 days with his new heart…
6. 1967] Curtains: The famed 20th Century Limited luxury train, completes its final run from New York City to Chicago…
7. 1968] How low can you go?: The major league pitching mound is lowered from 15 inches to 10 to get more offense in the game. It works…
8. 1979] Concert catastrophe: 11 fans are crushed to death at Cincinnati’s Riverfront Coliseum before a concert by The Who. Laws will change to prevent “first-come, first-served” seating in the future…
9. 1994] “Happy Trails“: AIDS activist Elizabeth Glaser, wife of actor Paul Michael Glaser, dies at 47 after she and her two children were infected after a blood transfusion. Daughter Ariel will also succumb to the disease but son Jake survives…
10. 2002] You can run but you can’t hide: Thousands of files show that the Archdiocese of Boston protected clergy after sex and drug charges are released…

Music Memories:

• 1965] Released on this date: “Rubber Soul” LP - Beatles…1973] “You’re Sixteen” - Ringo Starr…
• 1966] Debuted on this date: The first Monkees concert is performed in Hawaii. Aloha Monkees.  They did this song… 1968] Elvis Sighting: Elvis Presley launches a new phase in his career with his “Elvis” TV Special.  Taped in June, this was the playback date…

“Happy Birthday…happy birthday“:

Holly Marie Combs (35), Katarina Witt (43), Daryl Hannah (48), Julianne Moore (48), Ozzy Osbourne (60), Jaye P. Morgan (77), Andy Williams (81) and Ferlin Husky (83)…

Timeline Countdown: 18 days until winter, 19 days until Hanukah, 22 shopping days until Christmas, 28 nights until New Year’s Eve and 31 days until the NFL Wild Card Playoffs…

Posted in Today's Post | No Comments »