Clear Channel Agrees To Use PPM
June 26, 2007 at 2:22 PM (PT)
CLEAR CHANNEL COMMUNICATIONS has agreed to use the PPM electronic rating system in 46 U.S. markets. The agreement encompasses all CLEAR CHANNEL radio stations in those markets that Arbitron has converted or is planning to convert to the PPM ratings methodology by the end of 2010. The agreement expires DECEMBER 31, 2011 and also extends until that date the current contract for diary-based radio ratings in each of the markets covered by the agreement that have not been converted to PPM radio ratings before the end of 2008, the expiration date of the current diary agreement with CLEAR CHANNEL.
CLEAR CHANNEL has long resisted using ARBITRON's PPM system even as it gained momentum in other parts of the industry. CLEAR CHANNEL cited several concerns including cost, the technology used and ARBITRON's ability to implement it quickly across major markets, and has said it wants to explore alternatives to PPM.
In MARCH, CLEAR CHANNEL made its first agreement to use PPM measurements in PHILADELPHIA, where the company owns six stations. In MAY that city became the first to be measured by PPM ratings, following a series of trials over the past six years.
ARBITRON says it intends to roll out the PPM system across the top 50 markets to replace the paper-and-pencil system, which dates back to 1965.
Media Audit/Ipsos Still Waiting In The Wings?
Before the press release was issued by CLEAR CHANNEL on this deal, a source familiar with the matter told ALL ACCESS, "CLEAR CHANNEL did sign a multi-year deal to place PPM in the Top 50 markets. And look for CLEAR CHANNEL to keep its options open toward other emerging ratings measurement offerings."