Arbitron, Media Audit Promote Electronic Measurement At NAB

The NAB RADIO SHOW's "Electronic Measurement -- Which Way Is It Going?" panel WEDNESDAY afternoon in DALLAS served primarily as an opportunity for ARBITRON's PIERRE BOUVARD and THE MEDIA AUDIT's PHIL BESWICK to pitch their systems -- the PPM and the cell phone-based IPSOS-developed meter, respectively -- to radio managers. BESWICK's presentation pushed the cell phone -- "the want-to-carry device" -- as the best device for a metered radio ratings system. BOUVARD showed off results from ARBITRON's HOUSTON PPM trial demonstrating, among other highlights, meters showing AM stations skewing younger and Top 40 and Hip-Hop stations skewing surprisingly older, cumes doubling, and greater week-to-week cume consistency, plus new measurement of children 6-11. CLEAR CHANNEL's JESS HANSON confirmed that his board reviewing electronic measurement proposals has had discussions with NIELSEN, but he declined to discuss the matter further.

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