Arbitron is expected to release later today (Jan. 3) a resolution from its Advertiser Agency Advisory Council that strongly urges all radio stations to encode for the portable people meter service, according to a source on the Council. The resolution comes at a critical time for the PPM. Two radio groups, Clear Channel and Radio One, have yet to encode for the service in Philadelphia, which is set to go live with a two month demonstration period on Jan. 11.
Because unencoded stations won’t be included in the ratings in Philadelphia, a difficult situation has been created for buyers. CARAT said it won’t buy unencoded PPM stations and ultimately, advertisers might have to avoid the market altogether if they cannot achieve enough weight in the buy. [ MORE ]
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