Radio Ink: Arbitron Chief Discusses Potential Cell Scenario

During Arbitron’s quarterly earnings call on Thursday, company CEO Steve Morris was asked what it would take to convert to cell phone measurement if it became apparent that the industry was demanding it. Morris said, “The major issue with cellphones is first and foremost the cellphone. Therefore, the carrying times and the behaviour in terms of having a cellphone with you are dictated primarily by the fact that it’s a phone and not by the fact that it may have a meter embedded in it.   [ MORE ]