Arbitron Begins New PPM Test Phase


Arbitron Inc. announced Monday that it has begun recruiting consumers for the
second and final phase of its 'Portable People Meter' market trial.

The research firm plans to have 1,500 people in its sample across the entire
Philadelphia DMA, up from 300 who participated in its Wilmington, Del., test,
which concluded in November, president of worldwide PPM development Marshall
Snyder said.

For this latest test phase, Snyder said, 22 cable networks, eight
broadcast-television stations and 38 radio stations are encoding their signals
to participate.

In testing the PPM in Wilmington, Arbitron reported higher total-day average
quarter-hour ratings for radio, TV and cable than those tallied by the
traditional set-meter and diary methodologies.