Horizon Media, the largest U.S. independent media services company, announced Thursday that it would adopt results from Arbitron's Portable People Meter (PPM), an electronic passive measurement device
that the company is promoting as a replacement for paper diaries in radio ratings as well as an alternate ratings system for other kinds of media. Horizon has opted for radio audience estimates in
Houston and Philadelphia based on PPM measurements. Horizon, which represents advertisers including IKEA and GEICO, is the latest in a series of media and advertising agencies to say it will adopt PPM
results when they become available. PPM results have also been adopted by several radio broadcast companies.
--Erik Sass
