Arbitron Advertiser/Agency Council Wants Full-Market PPM Encoding
May 13, 2009 at 2:21 PM (PT)
In its APRIL 2009 meeting, the members of the ARBITRON ADVERTISER/ AGENCY ADVISORY COUNCIL came to a consensus to recommend that every radio station in a PPM market encode its broadcast signals for PPM measurement -- whether it subscribes to the service or not. There is no cost to encode broadcast signals.
Doing so would give all advertisers, marketers, agencies, and broadcasters an enhanced ability to understand and evaluate radio. ARBITRON currently uses the PPM system to produce currency radio ratings in 15 markets with an additional 18 markets scheduled to commercialize in 2009. PPM audience estimates will be used to make decisions in the buying and selling process for radio airtime and promotions in those local markets where Arbitron commercializes the service.