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WPP Commits to PPM Radio Measurement
WPP Group, which owns MindShare and Media Marketing Solutions, has followed Interpublic in signing up to use Arbitron's Portable People Meter (PPM) radio audience system as soon as it is available. Publicis Groupe and Aegis have also signed deals with Arbitron.
WPP's agreement covers its US companies, which include MindShare, Mediaedge:CIA, Ogilvy & Mather Public Relations, Media Marketing Solutions, Wunderman and Bravo Group.
According to Kathy Crawford, President of Local Broadcast at MindShare: 'It is vital that the radio industry embraces electronic measurement before advertisers lose all faith in the medium.' She says that WPP is supporting Arbitron because it is offering 'the only viable option for delivering electronic measurement to the radio industry.'
Arbitron is hoping to introduce PPM-based ratings in Houston, Texas by April 2006, increasing coverage to six more markets by next year.
The Interpublic Group committed itself to the PPM system last week (www.mrweb.com/drno/news5033.htm ).
More details about the PPM are online at www.arbitron.com . WPP's web site is at www.wpp.com.
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