Arbitron, Neilsen Lengthen Their Embrace

For some months, Arbitron watchers have wondered if the company’s partnership with Neilsen Media Research would grow or wither.
It seems to be growing. Arbitron and Nielsen will expand their agreement, increasing Nielsen’s involvement in the joint research program to evaluate the Arbitron Portable People Meter.
The companies are exploring the feasibility of using the PPM as a data collection tool for TV audience measurement. They started working together in 2000 to test it in Philadelphia.
“This latest agreement expands this relationship to include a number of research initiatives that will be supported, in part, by increasing the financial involvement and commitment of resources from Nielsen Media Research,” the companies said. Arbitron President/CEO Steve Morris said Nielsen will now take a more active role.
The companies expect to report initial results of the expanded tests by the fall.