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Advertisers, Agencies Ask Radio to Encode for PPM
RADIO ONLINE | , , |
Following its April, 2009 meeting, agency and advertiser members of the Arbitron Advertiser/Agency Advisory Council reached a consensus recommendation regarding radio stations encoding in PPM markets. The Council is encouraging every radio outlet in each PPM market to encode its broadcast signals for PPM measurement.
Whether or not to subscribe to the service is an individual decision for each station, says the Council. However, because there is no cost to encode, the Council recommends that each station do so. The Council also believes that encoding will give all advertisers, marketers, agencies, and broadcasters an enhanced ability to understand evaluate radio.
Arbitron currently uses the PPM system to produce currency radio ratings in 15 markets with an additional 18 markets scheduled to commercialize this year.
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