MediaBuyerPlanner: Arbitron may soon have the capability to measure all radio stations in a market, whether or not the station agrees to have its signals encoded for the PPM. This could be a vital step for the radio measurement company, as it still has a long way to go in convincing many radio broadcasters to have their signals encoded for the device.
In Houston, for example, where Arbitron is preparing to go live with the service, Cox Radio has still not agreed to encode its signals. Clear Channel Radio, which has been seeking a variety of alternatives to Arbitron’s old paper diaries – including but not limited to the PPM – is in talks with Nielsen Media Research about using Nielsen’s go-meter technology to measure radio.
Arbitron’s new audio matching capability is currently being tested among 50 PPM panelists and could be fully deployed within a year, writes Mediaweek.
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