Clear Channel Jumps Aboard as PPM Boat Sails

Arbitron has today begun its March survey period for radio ratings in Philadelphia – the first to rely on the firm's PPM technology - with recalcitrant media giant Clear Channel on board. Clear Channel had earlier refused to join the new system but signed a multi-year deal just in time for the change.

For the last two months, Arbitron has run the PPM data and the old diary system side by side in the Philadelphia market, which is the first to use the PPM ratings as the commercial standard.

Clear Channel, which is the largest radio broadcaster in the US, has also agreed to encode its six stations in Philadelphia.

A rival measurement system offered by a partnership of The Media Audit and Ipsos is in trials but not yet ready for commercial use. Industry commentators and rival firms had criticised Clear Channel for potentially undermining radio ad sales in general by holding back support for the Arbitron system.

The research firm is online at www.arbitron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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