Arbitron and Radio One came to terms this week on a five-year contract for ratings services in 16 markets.
The news is notable as another notch in Arbitron’s attempts to secure backing for its PPM system among major group owners, but also because of past concerns among minority broadcasters about representation of blacks on listening panels.
In the announcement, Radio One CEO Alfred C. Liggins III commended Arbitron for being willing to address those concerns.
“Electronic measurement is providing compelling evidence about the power of urban radio to reach and engage the African American consumer,” he stated. “It is also demonstrating the ‘working persons’ advantage that urban radio offers marketers who want to reach the brand-conscious and brand-loyal African-American consumer.”
The deal includes PPM ratings services in 15 of the markets and continuation of the diary-based ratings services in one.
