Interpublic Signs up to Arbitron PPM

Advertising and media company the Interpublic Group (IPG) has committed to using Arbitron's Portable People Meter (PPM) measurement of radio audiences. The group says it will be the first to switch to PPM audience estimates as soon as the service becomes available.

The agreement covers the US-based radio planning and buying activities of IPG companies including Campbell-Ewald; Campbell Mithun; Carmichael Lynch; Dailey & Associates; Deutsch; Foote Cone & Belding; Gotham Inc; Hill, Holliday, Connors Cosmopolus; Howard Merrell & Associates; ID Media; Initiative; Jay Advertising; The Martin Agency; Mullen; Siboney; Tierney Communications and Universal McCann.

Arbitron has yet to make a decision about when and where it will introduce the PPM system. It is currently evaluating two potential approaches for the commercial development of the service - one is a joint venture with Nielsen Media Research, which would involve joint collection and measurement of listening and viewing data in local TV and radio markets.

If Nielsen chooses not to enter into the joint venture, Arbitron will offer a PPM measurement service solely for radio measurement.

Susan Nathan, Director of Media Knowledge at Universal McCann, states that IPG's new agreement shows that the company is 'adding our dollars as well as our voice to the growing chorus of advocates for the PPM system in radio'. She adds that it is 'time for the radio industry to embrace electronic measurement so that it can be more accountable to advertisers'.

Pierre Bouvard, President of Sales and Marketing at Arbitron, states that 'the companies that use radio to deliver advertising messages are starting to convert their positive words into solid commitments to embrace the Arbitron PPM'.

The companies' web sites are at www.arbitron.com and www.interpublic.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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