Radio measurement system set to face investigation

by Staff, Brand Republic 15-Sep-08, 14:25

NEW YORK - The New York attorney general's office is launching an investigation into the way that Arbitron, which measures audiences for radio stations, is deploying devices called 'portable people meters'.

The devices, which people carry with them, can pick up radio signals and have been used to replace out-dated personal diaries as a method of measuring radio listening. The diary system is still used in the UK to measure radio audiences.

The new system has been accused of not putting personal people meters in the hands of enough minority listeners, potentially skewing the ratings for minority-oriented radio stations.

Despite resistance from some broadcasters, the personal people meter, a mobile phone-sized device that recognises which station is being tuned to, has gradually been introduced.

The company estimates the audience size for radio stations by extrapolating from the results of its consumer sample.

Initial tests of the meter last year showed steep ratings declines for some radio stations that cater to minority groups and younger listeners.

James Winston, the executive director of the National Association of Black Owned Broadcasters, said the people meters were not measuring an adequate sample of African-Americans and Hispanics.