HOUSTON, Texas: US radio ratings provider Arbitron has finally won permission to launch its controversial electronic Portable People Meter audience measurement system in Houston, after more than two years of wrangling with the US Media Rating Council.
The city and its environs were intended to be one of the original launchpads for the system last July but the MRC was not prepared to approve the service as it then stood, forcing Arbitron to continue its antiquated paper diary system.
The company's president/ceo Steve Morris is delighted the MRC has now granted accreditation to the PPM, saying: "This is a significant milestone for Arbitron and for the radio industry."
Recognition means radio stations will now have little reason to oppose PPM measurement - except on price.
Data sourced from mrweb.com; additional content by WARC staff