Arbitron's PPM Test Gains New Stations

Arbitron Inc has announced this week that two Philadelphia area radio stations in the USA have begun encoding their streamed radio signal specifically for use in the current Portable People Meter (PPM) test.

The two stations, WDEL-AM (1150) and WSTW-FM (93.7), are using separate Arbitron encoders to differentiate their standard, over-the-air audio from their Internet-streamed audio. These two distinct types of station identification codes - one for broadcast, one for the Internet - will allow the PPMs being carried by Philadelphia area consumers to distinguish between exposure to the over-the-air signal and exposure to the Internet-streamed audio.

As Arbitron is progressing into the second phase of its PPM trial during 2002, a total of 45 radio stations, eight TV stations, 22 cable networks and 2 Internet audio streams of radio stations in the Philadelphia market are now involved. This is through the encoding of their signals using the latest generation of Arbitron encoders.

The PPM itself is a pager-sized device carried by consumers. It automatically detects inaudible codes that TV and radio broadcasters as well as cable networks embed in the audio portion of any encoded programming. At the end of each day, the survey participants place their meters into base stations that recharge the devices and send the collected codes to Arbitron for tabulation. The meters are also equipped with a motion sensor that allows a check on the compliance of the PPM survey participants.

Commenting on the development, Linda Dupree, senior vice president, Advertiser / Agency Services & PPM Cross-Platform Marketing, said, 'Today's media world consists increasingly of multi-platform media companies working with major advertisers and agencies who want to consider the full spectrum of media options. By including a technical assessment of streaming media in our PPM trial, Arbitron is laying the groundwork for a more robust single-source, multi-media information service.'

Pierre Bouvard, president, Arbitron Webcast Services and New Ventures, added, 'Having radio stations participate in the PPM trial through their Internet streams as well as through their over-the-air signals is a significant step forward. As streaming media usage becomes more important, it is critical for Arbitron to demonstrate the concept that the PPM can accommodate the measurement of Webcast audiences.'

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

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