New Electronic Radio Rating System
Gaining Favor
Radio industry leader Clear Channel Communications has agreed to
use a new electronic rating system in the top 50 U.S. markets. The
electronic audience measurement system is aimed at replacing a
decades-old system of paper diaries.
Many broadcasters, including CBS Radio (number-two in the
national market), have already reached deals to use Arbitron’s
Portable People Meter, a pager-like device that detects audio codes
embedded in radio broadcasts.
People Meter ratings, while more expensive to produce than the
old paper diary method, provide far greater detail about radio
listening and don’t have to rely on the memory of listeners.
