RADIO RATINGS GIANT IS POISED to deploy its portable people meters as the official ratings currency for radio advertising buys in Houston, but it's already thinking past the little, beeper-like monitoring devices that have taken nearly a decade to gain industry acceptance and accreditation in at least one radio market. "It's clearly only version one, and versions two, three, four and five will come forward," President-CEO Stephen Morris said late last week during a call with analysts to review Arbitron's fourth quarter earnings results.
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Morris said Apollo had also achieved a major encoding breakthrough that will allow it to accurately monitor programming of the major TV networks, but he indicated the service still had a way to go to prove itself to national marketers before a decision is made on whether to expand it beyond a limited market trial later this year, and to actually deploy it as an ongoing syndicated research service. [ MORE ]
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