Arbitron has suspended calling to its Portable People Meter panelists in the areas of Los Angeles affected by the wildfires. Calling will resume in those areas once the mandatory evacuations have been lifted, the company said.
The company is monitoring the daily amount of useable PPM data from panelists as well as preliminary media codes detected by the meters in the area affected by the wildfires and surrounding areas. “There has been no change in our panel relations communications with the remaining LA metro areas not impacted by the wildfires,” said the audience research firm in a statement.
Arbitron has been monitoring the wildfires and, as with any natural disaster, keeping abreast of conditions in the market through broadcast, print and online media. When PPM markets are impacted by a natural disaster, its encoding operations, panel relations and management, and credited listening departments meet daily — often multiple times a day — to ensure that every aspect of the survey process is being monitored for any anomalies and to prepare for immediate action if necessary, according to Arbitron.