Summary
Under reporting of audience listenership to Urban and Spanish-language stations hurts everyone, the listeners and advertisers. It's taken main stream marketers a while to fully understand the importance of these audiences
Analysis
It's taken main stream marketers a while to fully understand the importance of these audiences, to under report them at this stage sets us all back. Arbitron, while a monopoly also understandts the critical nature of these discrepancies and has a vested interest in making sure sampling, size, etc. is in accordance with etablished guidelines.
We're going to need further partnership between the media, Arbitron and SRA to work through these discrepancies. The media can certainly be open and upfront with their listening ausdiences, advising them of the importance of cooperating in reporting. Alls tations have websites and it's relatively simple to keep this top of mind with listeners, especially if station on-air personalities are behind it.
The PPM technology is far from overwhelming, it's more the case of users understanding their importance and adapting. In this case it comes down to cooperation among all parties.
