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Clear Channel Radio Reveals Rating-System Hopefuls

Clear Channel Radio Reveals Rating-System Hopefuls

Clear Channel Radio says it has seven finalists to create an electronic ratings system; and it hopes one will be chosen by early March.
Arbitron, the industry’s current big player in ratings, is one of the finalists.
The broadcaster also said other industry players will contribute to the decision. It announced the initial members of an evaluation team that includes broadcast groups, media buyers and advertisers.
Radio owners on the panel include ABC, Bonneville, CBS Radio, Cox Radio, Emmis, Entercom, Greater Media, Journal, Regent and Susquehanna.
Media buyers include CIA Media:Edge, Initiative, Mediacom and MPG while Ford Motor Company represents advertisers.
In June, the broadcaster solicited alternatives to the Arbitron Portable People Meter System. It received 34 entries.
“As an industry, we are one step closer to more accurately and credibly measuring radio’s true performance and value to advertisers,” said John Hogan, chief executive officer of Clear Channel Radio. He said he wants to move quickly to evaluate and determine the next steps in identifying a measurement system.
Proposals from seven companies will be evaluated. They are Arbitron, Integrated Media Management, MediaAudit/Ipsos, Mediamark Research, Paladin Adsolutions, RadioStat and Simmons.
Clear Channel said the systems being considered can measure multi-media.
Arbitron has been testing its Portable People Meter System, and PPM Chief Pierre Bouvard said this week he believes radio will choose PPM.
The evaluation team will review the proposals and Clear Channel targets March 3 to select a measurement method. If all goes according to plan, testing would occur this spring with implementation later this year.