Ratings Groups Narrows Field to 3 Finalists

A committee of radio groups evaluating electronic ratings systems has winnowed the field of entrants to three. Arbitron remains in the running.
The three are MediaAudit/Ipsos, Arbitron and MediaMark Research. The ad hoc evaluation group said the firms now move on to the next level of scrutiny and will present systems later this month.
The committee is particularly interested in using cell phones as measuring devices. A live test period is planned to begin in spring with implementation expected this year, according to the group.
Clear Channel Radio issued an original request for proposals last June with a deadline in December; it then convened this evaluation team of industry players.
“Radio is clearly moving towards electronic measurement and we are focused on selecting the best possible vehicle to make the transition,” said David Field, president and CEO of Entercom Communications.
“However, it is critically important that we deploy the best technology for the future that will fairly and accurately reflect radio listening levels, not just rubber stamp the incumbent’s proposed solution,” referring to the Arbitron PPM.
Broadcasters on the evaluation team are ABC, Bonneville, CBS, Clear Channel, Cox, Cumulus, Emmis, Entercom, Entravision, Greater Media, Journal, Radio One, Regent and Susquehanna. Media buyers are also included: CIA Media:Edge, Initiative, Mediacom and MPG. Representing advertisers is Ford.