NEW YORK: US radio ratings provider Arbitron is preparing the launch of its controversial electronic Personal People Meter audience measurement system in the face of considerable ongoing opposition from several broadcasters.

The PPM is to make its first appearance in Philadelphia next week but neither Clear Channel nor Radio One, both major players in the area, have signed up to the new system [WARC News: 20-Jun-06], throwing the radio commercials market into confusion.

Media agency Carat, which supports Arbitron's endeavors, says it will only consider buying airtime on stations using PPM. Mary Barnas, evp and director of local broadcast, has been reported as saying: "If we cannot buy an effective schedule due to lack of proper ratings data, we will recommend against buying the market."

Data sourced from (UK); additional content by WARC staff