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Media Buyers: Radio Industry Ready for PPM

Advertising professionals say radio is ready to embrace the electronic measurement system, the portable people meter, according to a panel at the Radio Advertising Bureau’s conference, Billboard Radio Monitor writes. The panel pointed to the television world’s experience with Nielsen’s local people meters, which are being used in nine markets, none of which have seen a change in cost per spot, according to Mindshare president/local broadcast Cathy Crawford. What changed, she said, was simply the measurement.

When viewing the new results, she said, “If you’re hysterical about this, the buyer gets hysterical.” Zenith Media Services senior vp/national broadcast department Matt Feinberg said that it will definitely improve the perception of radio in the planning force.