More US Testing for Arbitron PPM

Feasibility testing of the Arbitron Portable People Meter (PPM) system has progressed on from its first US phase. PPM has now moved into a test phase with the help of Nielsen Media Research involving the greater Philadelphia DMA.

Under the terms of this new phase, Nielsen Media Research will help Arbitron with more extensive testing of its emerging system. The testing itself will expand the work started on Radio Metro in Wilmington, Delaware to take in work based in greater Philadelphia.

Arbitron believe that this upgrade will help tackle the fact that the initial test sample size and geography were somewhat limited. The new results should mean that the company could start working with the data, identifying issues and figuring out ways to get the answers that the industry needs for a fair evaluation of the larger test.

It is thought that this new testing will determine how the PPM's expanded definition of audience, along with its ability to collect information from out-of-household locations, affect audience estimates.

Most importantly, Arbitron is highly concerned as to the need to understand more about the reasons for differences in various audience estimates. These are mainly those as reported by the PPM compared to Arbitron's diary methodology for radio and Nielsen's meter-diary estimates for television.

Both Nielsen Media Research and Arbitron have been quick to point out that their test agreement is fully consistent with their plans to improve and expand audience measurement services, including significant improvements in the diary service, expanding metered-market service, and introducing people meters into the local currency. Additionally, the PPM device differs from other systems in that it makes its own determination, passively, when a person is in the audience.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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