NEW YORK: US radio ratings provider Arbitron has at last received reluctant support from Clear Channel for its electronic Personal People Meter audience measurement system. The PPM technology was launched in Philadelphia two months ago [WARC News: 05-Jan-07] without the backing of the country's biggest radio station company.
But Arbitron's March survey period is now under way with Clear Channel aboard after the latter signed an eleventh hour multi-year deal. For the last two months the ratings provider has been running both the PPM data and its old paper diary system.
Clear Channel's objections to PPMs have been principally financial. It claims the system is significantly more expensive than paper diaries and, as a result, it partnered other radio station owners to test an alternative [WAMN: 21-Mar-06].
As a result, some media agencies threatened to boycott radio stations not signed up to the PPM system, while industry rivals criticised Clear Channel for potentially undermining ad sales by withholding support for Arbitron.
Data sourced from mrweb.com; additional content by WARC staff