Arbitron Gets More Support, Some Mixed Signals For PPM

Arbitron has picked up new endorsements for its portable people meter system - one domestically and one internationally - but a week after one of the largest radio broadcasters, CBS, gave Arbitron its biggest vote of confidence to date, it indicated it may get a lot smaller. CBS Tuesday said it is exploring the sales of its radio stations in ten markets (see related story in today's MediaDailyNews).

How much that restructuring might impact Arbitron's fortunes is not clear, but according to a report in today's edition of radio industry newsletter Radio Business Report, CBS Corp. told the Securities and Exchange Commission that it expected to pay $221.2 million to Arbitron for PPM ratings over the term of the contract, which runs through Dec. 31, 2013. The filing also said that CBS renewed other agreements with Arbitron bringing its total commitment to Arbitron to $59.9 million through June 30, 2014.

While the impact of CBS Radio's divestitures on Arbitron is not clear, the biggest radio broadcaster, Clear Channel Communications, is continuing to push for alternatives, backing proposals from The Media Audit and Mediamark Research Inc. While MRI has officially pulled out of the running to field a market trial for a new electronic audience measurement system, Clear Channel and other members of a radio industry evaluation committee are expected to offer it funding to proceed with testing.

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It's not likely that Philadelphia radio station WBEB-FM will be part of that effort. On Tuesday, the station announced a four-year contract to use Arbitron's PPM ratings in Philadelphia beginning in January.

Arbitron also received an important endorsement from an renowned European media research authority. RAJAR, the U.K.'s industry-owned radio ratings consortium has selected Arbitron's PPM system for an electronic radio and television audience measurement panel in London.

That contract - a two-year deal - was awarded to TNS, a London-based media research company that has the international license for Arbitron's PPM technology.

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