Nielsen Expands PPM Team
November 15, 2005 at 3:07 PM (PT)
NIELSEN MEDIA RESEARCH has tapped GM Of Local Businesses JACK OKEN to lead an increased internal "due diligence team" to further evaluate the company's joint with ARBITRON on the PORTABLE PEOPLE METER (PPM) for TV. SVP/Sales & Marketing Of Local Businesses CATHERINE HERKOVIC will serve as interim GM for OAKEN during the evaluation period. ARBITRON is hoping NIELSEN decides to continue its joint PPM venture in the first quarter of 2006.
The expanded due diligence team" includes additional experts in engineering,
methodological research, statistical research, operations, IT, and reporting to analyze the HOUSTON PPM testing.
"Over the past several years, the PPM project has been one of our highest priorities," said NIELSEN MEDIA RESEARCH President & CEO SUSAN WHITING. "During this time, we have worked closely with Arbitron to determine if PPMs can be adapted as a currency for television ratings measurement. In the process, we have invested tens of millions of dollars and thousands of executive hours in testing, researching and evaluating this technology. We are committed to moving with all deliberate speed while ensuring that this important decision is based on careful analysis and extensive research."