Interpublic Group Commits To Arbitron PPM.

Arbitron Inc. announcedthat the Interpublic Group has signed a contract with Arbitron to use its Portable People Meter (PPMSM) based radio audience estimates when Arbitron makes a decision to deploy its state of the art audience measurement service.

“Through this agreement, we are adding our dollars as well as our voice to the growing chorus of advocates for the Portable People Meter system in radio,” said Susan Nathan, SVP, Director of Media Knowledge, Universal McCann. “It’s time for the radio industry to embrace electronic measurement so that it can be more accountable to advertisers. When Arbitron says they and the industry are ready to go with PPM, we’ll be the first to switch to Portable People Meter audience estimates in order to plan and buy radio.”

“Advertisers and agencies recognize that electronic measurement is imperative for radio,” said Pierre Bouvard, president, Sales and Marketing, Arbitron Inc. “As we get closer to a decision regarding the deployment of the Portable People Meter in the U.S. media marketplace, the companies that use radio to deliver advertising messages to consumers are starting to convert their positive words into solid commitments to embrace the Arbitron PPM.”
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.

This agreement with IPG 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.