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A Win for Arbitron in California

Company says MRC decision in Riverside-San Bernardino supports the validity of its recruitment methodology

Good news for Arbitron this week; the company has received accreditation from the Media Rating Council for the Portable People Meter radio quarter hour ratings data in the market of Riverside-San Bernardino.

The company says this announcement shows that its methodology of using a phone-based sample frame and telephone recruitment is valid. “Our goal now is to demonstrate that the sample quality initiatives we have committed to for all our PPM markets will have a continuing positive impact, just as they have had in Riverside-San Bernardino,” top exec Steve Morris said.

The sampling and recruitment methodology includes both landline and cell-phone-only households.

“The MRC has accredited the monthly quarter hour radio ratings data in Riverside-San Bernardino, which are the ‘buy-sell’ currency data for PPM markets. Arbitron has not submitted weekly and minute-by-minute PPM data for MRC accreditation,” it stated.