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The Media Audit Unveils Rollout Plan for Radio Measurement System

The Media Audit released its plans (PDF) yesterday to roll out its radio measurement service if it is chosen by Clear Channel Communications’ cross-industry evaluation team as the new audience measurement system.

The plan would deploy the system in New York, Los Angeles and Chicago, as well as Houston where the system is currently in a testing phase, according to MediaPost. Bob Jordan, president of The Media Audit, said that the Houston tests, both technical and market, are “well underway” and are leading up to the full market test in the fall, with results expected sometime this winter.

Clear Channel Communications issued an RFP for a new state-of-the-art electronic measurement system early this year, and formed a cross-industry evaluation team to vet the contenders. The team narrowed the proposals to three in March, including The Media Audit, industry incumbent Arbitron and Mediamark Research Inc. MRI, however, withdrew from the competition in May.

In the meantime, several major radio broadcasters, including CBS Radio, have signed long-term agreements with Arbitron for the use of its portable people meter service. Subsequently, Clear Channel Communications kicked the radio groups off the committee. Should the Clear Channel committee now choose The Media Audit’s system, it could create a rift in the radio industry, with different radio ratings being used by differing radio groups, according to the article.