NEW YORK: US radio ratings provider Arbitron has raised a question mark over the future of its much-researched and trialled Portable People Meter after announcing the rollout of an electronic version of its current paper diary system.
The internet-based diary is expected to be used by younger members of the survey team who provide audience ratings for the nation's radio stations.
Comments vp Ed Cohen: "The Arbitron eDiary has the potential to increase survey participation from younger adults, a population that currently tends to be under-represented among paper and pencil diary-keepers."
The company made the announcement as the industry's watchdog, the Media Rating Council, continues to deny Arbitron crucial accreditation for the new PPM service. The company insists, however, the process is moving forward.
Data sourced from MrWeb.com (UK) and mediapost.com; additional content by WARC staff