-By Mike Boyle, Radio and Records

In a new print ad in selected radio trade publications, Cox Radio and Inner City Broadcasting are taking Arbitron to task for failing to gain Media Rating Council accreditation in Philadelphia and the nine new markets the ratings firm will roll out this September. Houston is the only PPM market so far to have received MRC accreditation.

Comparing Arbitron's PPM service to an airplane that wasn't FAA certified, the ad cites poor sampling in Philadelphia, and in Houston, last August's data processing error that caused the records from 200 in-tabs panelists to be left out of a data file transfer, as well as last month's data snafu when Arbitron failed to make a call letter change recognizing CBS Radio's new station.

The ad ran Wednesday in Web publications All Access and Inside Radio.

The goal of the campaign, said Bob Neil, president and CEO of Cox Radio, is to get the PPM system in Philadelphia and beyond accredited BEFORE the rollout resumes, so we don’t place radio’s richest media markets at risk with bad data. Second, to get Arbitron to realize 70 is a failing grade in terms of sample indexing. We feel like these ads allow us to make our case in detail, while making clear we support electronic measurement."

Arbitron issued the following statement: "Arbitron is committed to completing an MRC audit and a thorough review of that audit in each and every market before we commercialize electronic measurement. We are also committed to ultimately obtaining MRC accreditation for our currency services. These are the minimum standards put forth in the MRC's own Draft Voluntary Code of Conduct. These are the standards that we are following in order to advance the science of radio audience measurement so that radio can keep pace with the digital media environment."

The ad copy reads: Would You Fly On An Airplane That Wasn't FAA Certified?

That's what Arbitron is asking advertisers and broadcasters to do by failing to gain MRC accreditation for its PPM system in America's largest markets.

The Media Research Council (MRC) is the body that makes sure the science of the research is correct. Arbitron's PPM system in Houston is accredited, but Arbitron wants to make significant changes to the system in all other PPM markets.

The MRC recently announced that Arbitron failed to gain accreditation of their new system. Just as the FAA recently grounded out of compliance aircraft, this should have grounded the PPM rollout, until the new system "passes inspection."

The industry is ready for reliable, scientifically vetted Electronic Measurement, and we support the initiative. But, before we put the jobs of advertising time buyers, their agencies’ reputation with their customers, and thousands of jobs of Programmers, Air Personalities and Sales Professionals at risk in radio stations, we need to know the research is scientifically sound.

We believe the new system needs the "Seal of Approval" in at least one market with that new system before the PPM rollout continues. From leaving out stations in Houston, to continued poor sampling in Philadelphia, Arbitron has proven they can't even manage two PPM markets. How can we trust them in radio's richest markets?

Years ago, Arbitron ran ads in trade magazines belittling their old competition (Birch Ratings) for not being accredited.

Maybe it's time they practiced what they preached.

Call Steve Morris at 1-212-887-1414 and let him know you don't want your job in advertising or radio at risk until he gets that MRC accreditation. Until you know the science is right. And, let your Company know this is important to you, personally.

Or, you can trust "PPM Airways" and hope you make it to your destination in one piece.