Cumulus Seeks New Audience Measurement Service

The latest in a string of industry efforts to encourage competition to Arbitron.
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Will May 14 be an important day in radio ratings history?

That’s the deadline for companies to submit bids to Cumulus Media for its audience measurement business.

The company is looking for a new audience measurement service, the latest in a string of industry efforts to encourage competition to Arbitron.

The broadcaster has issued a request for proposals for a service designed to measure quantitative and qualitative audience characteristics for its stations in markets 100+.

As of Jan. 1, 2009, Cumulus will no longer subscribe to the Arbitron Radio Market Reports published in 50 of these markets. COO John Dickey said the company wants a vendor with a different approach to audience research.

As for its status as a customer of Arbitron in other markets, Dickey notes: “We are a strong supporter of Arbitron’s efforts to develop and implement the new PPM technology in our larger markets. In all likelihood, PPM will not be available to these smaller markets, so we need a credible alternative solution. We have told Arbitron that we welcome their participation in this RFP process and look forward to any proposal that they might offer.”

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