Radio’s decision about electronic measurement looms large

Conversation at the Symposium continually hovered around the PPM versus Media Audit/IPSOS debate — none more than when both companies were invited to speak in the afternoon.

Media Audit EVP Phil Beswick tells the crowd they’re moving quickly with a system that will cost just 15% more than the current diary methodology. (Arbitron’s asking for a 65% hike.) But Arbitron’s John Snyder took exception to Media Audit’s smart cellphone methodology. He says “it’s not tested and as an industry we can’t wait years and years for it to be tested.”

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for a 65% hike.) But Arbitron’s John Snyder took exception to Media Audit’s smart cellphone methodology. He says “it’s not tested and as an industry we can’t wait years and years for it to be tested.”