Arbitron, a US specialist in webcast radio audience measurement, has harnessed the new portable People Meter to two Philadelphia radio stations, WDEL-AM and WSTW-FM, both of which stream their broadcast signals on the internet.

The PPM, a pocket-size gizmo carried by members of Arbitron’s consumer panel, tracks exposure to media sources by monitoring an inaudible code imbedded in the audio portion of the signal.

There are two separate audio codes – one for the standard radio signal, the other for the internet stream – allowing the PPM to differentiate between consumer exposure to the radio station over-the-air versus the radio station on the web.

Claims Arbitron senior vp of advertising agency services Linda Dupree: “By including a technical assessment of streaming media in our PPM trial, Arbitron is laying the groundwork for a more robust single-source, multi-media information service.”

The PPM trial also extends beyond the internet to 46 radio stations, eight TV stations, and 22 cable networks.

Data sourced from: (USA); additional content by WARC staff