Nielsen, In Surprise Move, In Talks with CC RFP Committee

Nielsen Media Research is in talks with Clear Channel’s electronic ratings committee about a service that would measure radio listeners on its own. This may come as a blow to Arbitron, which until now faced true competition in the radio ratings market only from the Media Audit/Ipsos, the other finalist in Clear Channel’s request for proposal process to find a new electronic ratings service for radio.

Arbitron has declined to go head-to-head with Nielsen in local TV, instead exploring a joint venture which would allow Nielsen to use Arbitron’s PPM to measure TV and radio audiences. Nielsen declined the option and now looks as though it is considering going head-to-head with Arbitron in radio, writes Mediaweek.

Nielsen’s technology to measure radio would be its cell-phone based go-meter, which was first earmarked by the company as a device for measuring out-of-home TV viewing. Nielsen will test the go-meter internally to 30 employees before rolling out external tests later this year and throughout 2007.

Nine of the country’s largest radio broadcasters, including CBS Radio, have signed up to use Arbitron’s PPM service, as have major ad agencies representing 90 percent of national radio dollars. Clear Channel, however, suspended negotiations with Arbitron this summer when the Media Rating Council decided not to grant accreditation to Arbitron’s PPM service in Houston, where Arbitron planned to first roll out the electronic measurement system.

Both Arbitron and the Media Audit/Ipsos presented their systems to Clear Channel’s RFP committee last week.

Complete radio measurement overview:

• MBP Overview: PPMs and Radio’s Search for Better Measurement, Updated