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Nielsen Resolves to Evaluate, Decide on PPMs
Nielsen Media Research has assigned Jack Oken, general manager of local business, to head a due diligence effort to evaluate the viability of a TV and radio audience measurement system based on Arbitron’s portable people meters, Mediapost reports. The move may have been sparked by Arbitron’s “Radio First” strategy, which calls for the rollout of PPMs in the top 60 markets as early as April 2006.
Nielsen has remained openly committed to conventional people meters in the top 10 TV markets, but has discussed the possibility of introducing PPMs in markets 11 through 60. In the past, Nielsen executives have claimed that there are technical and research issues associated with PPMs, but the company said Monday that it “adheres to Arbitron’s plan for Nielsen to decide by the first quarter of 2006 whether to continue with the PPM project.”