Nielsen Blasts MediaPost Over PPM Rollout Report
Sep 30, 2004, 12:00 AM
In response to MediaDailyNews' coverage of a recent Nielsen meeting updating clients on efforts to test and develop a portable people meter ratings system based on Arbitron's PPM technology, Nielsen issued a "media advisory" asserting that MDN's coverage was "inaccurate." MDN stands by the story (Sept. 29) which reported that Nielsen executives informed clients of a plan to deploy PPMs in markets 11 through 60 pending a successful test of the system in Houston and market support. Nielsen alleged that MDN "did not confirm the story with Nielsen before publishing it." In fact, MDN contacted a Nielsen spokesman on Monday who confirmed the meeting but said the rollout plan was contingent on several developments, including the Houston test and client support, which is also what an Arbitron spokesman confirmed. "We still have some ways to go," said the Nielsen spokesman. Nielsen has an option to form a joint venture with Arbitron that would develop an audience measurement system for TV and radio based on the PPM technology. In a separate move, Nielsen parent VNU Wednesday announced an agreement with Arbitron to explore the development of a national, single-source marketing panel utilizing PPMs that would measure both media and product usage (see story in today's edition).