In the US, ratings giant Arbitron has formed a ‘cross-media’ measurement group, which will use its Portable People Meter (PPM) technology and third-party partnerships to establish a new audience measurement service across TV, radio, Internet, mobile and place-based media.

Arbitron has already taken its first step into the cross-media measurement arena, with last month’s announcement of its partnership with BroadSign International to deliver a proof-of-play advertising audit service.

The firm has also linked up with TNS Media Research to launch what they describe as the ‘world’s largest combined panel for TV and radio audience measurement’, designed to support industry organisation BBM Canada’s own multi-media measurement initiative.

As part of the new initiative, Pierre Bouvard has moved to the post of Executive Vice President, Cross-Platform Services, to drive the new division’s strategy, sales and product development. He previously served as EVP of Sales and as President of PPM, as well as VP and General Manager for Arbitron Radio.

Bouvard’s team will be tasked with developing the cross-platform media measurement strategy, defining key offerings and taking them to the marketplace.

‘We believe this cross-platform media measurement initiative is a natural extension of our existing services and will help generate more comprehensive insights into our customers’ total audience,’ said CEO Michael Skarzynski.

Rival Nielsen already has a number of programs in place to address cross-platform measurement, but has apparently failed to impress its thirst for innovation upon a group of media companies who recently formed a coalition, CIMM, to fund new research into cross-platform and TV set-top box measurement. Last month Nielsen responded to rumours of the coalition’s formation by underlining that three screen measurement was ‘at the center of its strategy’.

Arbitron is online at www.arbitron.com .

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