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PPM Critics Step Up the Heat

SBS fears the “potentially devastating impact” of PPM on Spanish-language stations.

Spanish Broadcasting System, Cox Radio and Inner City were vocal this week about what they say are flaws with the Arbitron Portable People Meter system.

They say PPM should not be rolled out further until Arbitron receives Media Rating Council accreditation in at least one market.

Cox and Inner City are asking other broadcasters to join them, while SBS fears the “potentially devastating impact” of PPM on Spanish-language stations.

SBS said it has retained the MirRam Group, a communications and consulting firm with experience in campaigns such as the nationwide “Don’t Count Us Out” campaign to raise awareness of Nielsen Local People Meters.

MirRam said its campaign will highlight what is at stake for Latino consumers and businesses if PPM is implemented without substantial improvements.

The groups don’t think PPM is accounting for their listeners accurately.

Arbitron said it’s “committed to completing an MRC audit and a thorough review of that audit in each and every market before we commercialize electronic measurement.”

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