Arbitron's PPM Enters Kenya In 2006

ARBITRON will begin radio and TV audience measurement in KENYA using its PORTABLE PEOPLE METER (PPM) starting in 2006 as market researcher STEADMAN GROUP beat out tough competition from five other agencies. STEADMAN GROUP will conduct the initial phase of research in KENYA using media diaries. The first phase of PPMs, licensed by TNS GLOBAL, are expected to comprise a panel of 400, increasing to 1,000 in four to five years.

STEADMAN GROUP Marketing Director GEORGE WAITITU said, “The contract is a strategic win for the Group which cements its position as one of AFRICA’s leading research agencies. The arrangement with TNS to use PPM's is the first time this technology has been used on the AFRICAN continent and we are pleased to be able to use this product in a new market.”

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