As we delve into 2025, the concerns raised by Urban radio about the Personal People Meter (PPM) system, a crucial part of our radio landscape, have proven to be valid. The system, which has been under scrutiny, shows inherent flaws that have been consistently highlighted by smaller urban stations such as kjlh in Los Angeles. In an era where data accuracy is a priority, these flaws have created a ripple effect in the industry. While there are stations that appreciate the PPM system, others are vocal about their disdain. The House Committee on Oversight and Government reform has also pointed out persistent problems with the system. How Arbitron, the behind PPM, responds to these issues could shape the future of the radio industry.
Well, it appears that Urban radio’s general and specific concerns about the PPM system were correct. There are indeed flaws in the system which many smaller urban stations like kjlh in Los Angeles have vehemently pointed out.
Discussion Among Urban Programmers
While we talk to urban programmers in all size markets regularly, we have not heard a plethora of disparaging remarks about the system, but we have also not heard resounding appreciation for it either. The stations that don’t like it despise the system. The House Committee on Oversight and Government reform states there are “Persistent Problems” with the system including an example of a flaw in NY where the committee cited current census data that reflects a 25% African -on-bet” target=”_blank”> population, while the PPM sample was only 17.7% African . OUCH! Arbitron is denying the allegations.
PPM Coalition Response
The PPM Coalition Response to the House Committee on Oversight and Government Reforms Statement Regarding Flaws with the PPM System state: “The Committee’s findings from subpoenaed records from the Media Ratings Council (MRC) demonstrate the seriousness of the Personal People Meter (PPM) system’s flaws. As the Committee indicated in its statement, a review of MRC data shows that the PPM system suffers from ‘persistent problems’ in minority sampling; the system has “unacceptably low” audience participation in the sample; and Arbitron has “insufficient efforts to use bi-lingual interviews to recruit Spanish dominant Hispanic sample participants.”
We applaud Chairman Edolphus Towns for undertaking this investigation. The Committee’s findings echo concerns raised by the PPM Coalition for the more than a year in our efforts to encourage Arbitron to address these serious systemic flaws. It is our hope that the Committee’s statement will serve as a wake-up call to Arbitron. They can no longer afford to ignore these problems, they have a responsibility to their customers, the industry, and above all the radio listening public to address these serious issues.
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