With all the controversy over PPM in New York it's no doubt very unfortunate for Arbitron that it has to re-issue the reports dating back to last year because of a 'clerical error' in the population estimates. Here is the quote from the news stories
“our review also found that the transposition, which occurred during preparation of for October 2008 report processing, appears to have affected New York audience estimates for the Holiday 2008 through March 2009 report sufficiently to warrant the issuance of revised audience estimates”
Wow the BIGGEST MARKET in the country with the FCC now evaluating PPM and all the investigation into the service that Arbitron (and our industry) is counting on to lead our audience measurement into the digital (web metric) world and it's being recalled because 'they entered the wrong population data'?
If it happened in NYC you have to wonder about that report in Madison WI or the report in Evansville IN where they don't have this kind of pressure or this many 'eyes' peering over the data with a fine tooth comb.
When you look at the data make sure that you look at the population estimates and track them from book to book. Also look at the sample and track that every book. In the Arbitrends reports you can pull down a sample report from the menu bar at the top and in Max you can see the data in each report. Don't just assume its OK - look at it carefully. No doubt you will see lots of weighting going on in Male Demos all the way from 18-45 and you will also see females weighted from 18-34 in most reports. But also look at the population data and if you wonder about that the gov't census web site will also have population data - but it may be hard to translate it to the Arbitron market definition.
Let's hope this error passes and Arbitron, with all it's transitions in personnel and cost cuts, can watch their world.
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