Persons aged 18 to 54 at 80 percent of published target to replace current guarantee of Persons age 6+and older at 90 percent.
Arbitron Inc. (NYSE: ARB) announced today that it will narrow its Portable People Meter (PPM) sample size guarantee to cover Persons aged 18 to 54 at 80 percent of the companyâ€™s published target for each monthly report in a PPM market. The Persons 18-54 guarantee will replace the companyâ€™s previously announced PPM sample size guarantee of Persons age 6+ and older at 90 percent of the companyâ€™s published target for each monthly report in a PPM market.
â€œThe 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,â€ said Steve Morris, chairman, president and chief executive officer, Arbitron Inc.
â€œMeeting sample targets is an integral part of our effort to instill greater confidence in the currency and we hold ourselves accountable for doing so,â€ said Mr. Morris. â€œThe 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.â€