• January 16, 2006

Arbitron Friday confirmed that Aegis' Carat; Publicis' Starcom MediaVest and ZenithOptimedia Groups; WPP's MediaCom, Mediaedge:cia, MindShare units; and undisclosed agencies have signed on to use its portable people meter ratings data for radio planning and buying when Arbitron introduces it as the official radio audience measurement service in key markets. The disclosure follows a previous announcement that Interpublic Group had signed a deal to utilize the portable meter data when Arbitron uses it to replace paper diary data in key radio markets. Arbitron has not given a definitive rollout data for the service, but has plans to go with a "radio first" plan beginning later this year should Nielsen Media Research take a pass on developing a joint venture for TV and radio ratings with Arbitron. That plan has one big problem: Major radio broadcasters have been reluctant to commit to the portable meters. The biggest, Clear Channel Radio, currently is reviewing proposals for an alternative method. -- Erik Sass