The Philadelphia Radio Organization is beginning a local marketing campaign to help smooth the transition from Arbitron radio diaries to the Portable People Meter system in that city.
Arbitron has agreed to provide seed money for program design, assistance with implementation of the Philadelphia plan and rights to use the creative execution and campaign plan for other markets.
Last week Philly became the first radio market in the U.S. to be measured by the PPM, replacing diaries.
The Philadelphia Radio Organization marketing plan will use events, tools and materials to reinforce the value of radio with PPM information. The organization will be working with a communications consultant on the campaign.