MRI/Eurisko Drops Out Of Ratings System Race
May 15, 2006 at 4:36 PM (PT)
MEDIAMARK RESEARCH INC. (MRI) has taken itself out of the running for the CLEAR CHANNEL-led, radio industry-backed call for a new rating system, leaving only ARBITRON and THE MEDIA AUDIT to square off for the privilege of supplying future broadcast ratings service. MRI, which had entered CLEAR CHANNEL's "Request for Proposals" (RFP) with its partner EURISKO, had proposed to measure radio audiences using its partner company's "Media Monitor," a hand-held, personal meter that can track consumer exposure to radio stations.
The MRI/EURISKO pull-out came just days after the companies were asked to provide an in-depth market plan.