Steve Morris, Arbitron's chairman, president and CEO, said in an official statement: "The revised guarantee is keyed to persons 18-54, where most radio selling is focused. If we meet our targets, there will be no need for rebates. We feel confident that we can meet these targets on the schedule provided in the new sample guarantee program."
For Houston and Philadelphia, where PPM ratings are already being used as currency for radio ad sales, the new 18-54 sample size guarantee goes into effect from Nov. 13-Dec. 10, with results to be delivered on December 31. For subsequent markets, the guarantee goes into effect for the third survey month after its commercialization as currency.
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