Carat USA Commits To Arbitron Portable People Meter System.

Arbitron Inc. announced that Carat Americas has signed a commitment to use radio audience estimates based on the Portable People Meter (PPMSM) when Arbitron deploys its state-of-the-art audience measurement service.

In announcing its signing of the agreement, Rob Frydlewicz, vice president, Research Director, Carat Insight said: “In today’s exceedingly complex media environment the PPM is seen by Carat as a welcome advance in the measurement of radio listening.”

The agreement is part of the agency’s renewal of a multi-year Arbitron data and software services contract and covers the US-based radio planning and buying activities of Carat. In the United States, Carat places radio spot advertising for leading advertisers, including Procter & Gamble, Hyundai Motors and CBS Television.
With this agreement, Carat has added a financial commitment to its vocal support of the PPM and the importance of electronic measurement for the radio industry.

“It is particularly gratifying to have Carat demonstrate its commitment to the Portable People Meter in such clear terms,” said Pierre Bouvard, president, Sales and Marketing, Arbitron Inc. “As we get closer to a decision regarding the deployment of the PPM in the U.S. media marketplace, the support of Carat and other companies that use radio to deliver advertising messages makes a clear statement to the industry.”

This agreement with Carat does not commit Arbitron to a specific timetable for deployment of the Portable People Meter system. Arbitron has not yet made a decision regarding when and for which markets it will deploy the Portable People Meter system to measure local market radio audiences.