Arbitron Says PPM Will Address FTC Concerns
July 9, 2008 at 12:26 PM (PT)
The U.S. Federal Trade Commission recently issued a report entitled "Self Regulation in the Alcohol Industry" that, among other matters, highlighted the need for more widespread electronic measurement of radio. The FTC indicated that adult beverage advertisers would be able to use the more frequent radio data that electronic measurement provides to better comply with the industry’s voluntary guidelines.
"This FTC report illustrates one more reason why the radio industry needs more timely reporting of audience estimates," said ARBITRON Pres./Sales and Marketing PIERRE BOUVARD. "Our PORTABLE PEOPLE METER ratings services will help adult beverage advertisers use radio more responsibly. Electronic measurement will put the medium on par with television, which already has the capability to account reliably for month-to-month changes in audience composition."