Arbitron Tests 'Project Leapfrog' Web/Mobile Approach

In the US, radio ratings giant Arbitron has unveiled plans to roll out a new 'experimental approach' that features a web and mobile-based system as the main means for collecting data, instead of its existing seven-day paper-based diary service.

Arbitron's SVP of Marketing Bill Rose (pictured) said the idea had been shared with his firm's Radio Advisory Council last spring, and that further information will be released in the coming weeks.

Council Chairman Tom Skinner commented: 'We are encouraged that Arbitron is making significant investments to explore new approaches for diary markets that go beyond paper and pencil diaries. We urge Arbitron to share more details about Leapfrog and other diary improvement initiatives with all customers as soon as practical.'

The new design for web-based measurement resulted from Arbitron's former e-diary solution, which the firm tested five years ago, but withdrew after a month. This solution offered diary-keepers the option to keep a paper diary, whereas Leapfrog will not.

Rose also announced that the next generation Portable People Meter, the PPM 360, is soon to be released. The mobile platform- enabled system will not need a docking station for its meters, and will send data back to Arbitron 24/7.

Separately, Abrams Capital Management has sold a further 270,097 Arbitron shares worth $10.95m, following the $10.01m it raised by selling 250,000 Arbitron shares last week. The finance firm still holds 3.03 million Arbitron shares worth $113.88m.

Web site: www.arbitron.com .