Wendy's is the first advertiser to adopt Arbitron's Portable People Meter (PPM) results, the fast food chain announced Monday. The company will use measurements from the electronic passive measurement
device to assess the efficiency of its radio advertising campaigns in all PPM markets across the country. Wendy's media buying manager, Shannon Pedersen, explained: "By giving us an enhanced, more
reliable view of who is listening to what radio programming, when and for how long, this cutting-edge technology will improve accountability and increase our return on investment of our advertising
dollars."
--Erik Sass