12.13.2001 12:00 AM
Arbitron Ready for PPM Phase 2
Arbitron is done with the first phase of the Portable People Meter market trial in the United States and is aiming for broader use by the middle of 2002.

The PPM is reporting higher total-day AQH estimates for consumer use of electronic media, compared to current ratings methods. Arbitron says that means the PPM is tracking media exposure missed by today's techniques.

"Our success in the first phase of the U.S. market trial keeps us on a fast track to deploy the Portable People Meter in local markets across the United States," said Marshall Snyder.

"By the second quarter of 2002, the industry will have the first direct comparisons of PPM audience estimates for individual radio and TV stations as well as cable networks."

Nielsen Media Research is providing financial support and has an option to join Arbitron in the commercial deployment of the Portable People Meter in the United States.

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