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PPM Rollout Delay Doesn't Hurt - Or Does It?

  • Ad Age, Wednesday, February 13, 2008 11:15 AM
A delayed rollout of Arbitron's Portable People Meter in top markets like New York, Los Angeles and Chicago has yet to scare off advertisers from placing more dollars in the medium, says Janice Finkel-Greene, director-futures and technology at Interpublic's Initiative unit. "It's important for the measurement ... but I don't believe it's going to stop anybody from putting money in radio or keep them away from it," she said.

Her remarks came during a panel at the Radio Advertising Bureau Conference, But her feeling was far from universal as fellow panelist Blaise Howard, general manager of WBEB Radio in Philadelphia (the first market to receive PPM measurement last year) says he believes the delay is hurting.

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