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Arbitron Readies Houston PPM

Arbitron has recruited its goal of 2,100 consumers of diverse ethnic groups for the trial of its portable people meter (PPM) ratings technology in Houston, Mediaweek reports.

 

Houston will likely be the first market to be measured using the PPM, although the radio industry has been slow to embrace electronic measurement. While all the TV stations and cable networks as well as a number of retailers have agreed to participate, two major radio groups, Cox Radio and Radio One, have so far elected to sit out the trial.

Radio stations might soon change their tune. Clear Channel has issued a request for proposal for a new electronic ratings service, prompting Arbitron to call for RAB to release the results of Forrester Research’s PPM economic impact study. The study is scheduled to be released next week.