Arbitron Inc. began using electronic monitors last week to measure radio ratings and started what will become a national system in Philadelphia, where it was tested several years ago.
Arbitron and its partners believe that the "portable people meter" is far more accurate than the pencil-and-paper diaries used since 1965. They also said PPM would show that radio's overall audience has been underrated, which ultimately could boost the medium's share of ad revenue. [ MORE ]
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