From SFGate (
http://j.mp/aC6Jmr):
You've heard, by now, about Arbitron's new device for measuring radio listening: the portable people meter (PPM). It picks up electronically encoded signals from radio stations (even if they're heard over a computer). Any station picked up by the PPM gets credit, even if the person wearing the meter did not choose to hear it. The PPM replaced the old diary system, in which survey participants wrote down what they listened to (or think they did) over a week.
It was imperfect, at best, and so is the PPM. Arbitron's had trouble getting younger people to participate. Many of them already have too many electronic gadgets on them, or don't want to deal with other requirements, involving an array of components, including a base station where participants place their meter at night, a hub that transmits codes to Arbitron and a portable recharger.
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It's a wonder that anyone would want to be a participant, especially for the measly money the company traditionally has doled out.
But I found one. "Angella Sprauve," as she's asked to be identified to protect her privacy, is a product development manager in the cosmetics industry in San Francisco. She was between jobs a year ago when she was approached by Arbitron.
"I don't know how they found me," she said, "but they called and asked some general questions: age, ethnic background, income. They said they'd had difficulty finding people in this area in my age range." Sprauve is 32.
She had never heard of Arbitron but, after checking out the company, agreed to be a "panelist." "They offer incentives," she said, "by paying you based on points you earn for wearing the meter. There's a base of $45 a month, and bonuses, like $100 twice a year. And you're entered in contests for gift cards from Amazon or Visa. It's not a lot; it's just a little extra." (However, when Arbitron gets a family or household to be panelists, the money – and gift cards – can add up.)
Soon, Sprauve was earning her keep. "I was a good panelist," she said. "I wore the meter all the time and followed the instructions. I didn't find it that intrusive. But I wouldn't take it to some occasions, like out to dinner, and they want you to wear it all day, from the time you wake up until you go to bed, and to wear it on your person. You can't just leave it in your purse. And they pick up on it. They'll call you the next day or night and say, 'Hey, you weren't wearing it for 15 minutes yesterday.' "
And if a panelist wasn't home one night? That's what the portable recharger is for. Out-of-town trips required a heads-up to Arbitron headquarters.
"They are very thorough," said Sprauve.
The company, she said, didn't address the issue of accuracy, of panelists picking up signals of stations they had not chosen to hear. "When I was out – at a mall or the eye doctor or wherever – I was conscious that it was picking up other stations," said Sprauve, whose favorite stations include KMVQ ("Movin" at 99.7) for the morning show, KYLD ("Wild" 94.9) and KPOO (89.5 FM). "The only time it picked up what I'd chosen was at home or in the car."
After joining her current company, Sprauve felt less at ease wearing the meter. "Someone asked if I was wearing a pager," she said. "Pagers are like '80s things. And it was bulky." (Arbitron has remodeled the meter into a smaller, sleeker item that doubles as a clock.)
But, she noted, the PPM impressed some of her friends. "They thought it was fun; everyone I knew wanted to get on the panel." Of course, she added, she did tell them about the cash and gift cards.
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