Arbitron Inc. (NYSE: ARB) today announced that Entercom Communications Corp. (NYSE: ETM), one of the five largest radio groups in the United States, has signed a multi-year contract for Portable People Meter radio ratings services. The agreement takes effect as the new audience ratings technology is commercialized in each of 14 markets encompassed in Arbitron’s current PPM rollout plan: Austin, Boston, Denver, Greensboro-Winston Salem-High Point, Indianapolis, Kansas City MO, Memphis, Milwaukee, Norfolk, Portland OR, Providence, Sacramento, San Francisco, and Seattle.
The agreement covers all 64 stations owned by Entercom in the radio markets scheduled to convert to PPM measurement by the end of 2010.
“The Arbitron Portable People Meter is reporting that an average radio station reaches twice as many listeners as the diary has been telling us,” said David Field, President and CEO, Entercom Communications. “If the New York Times were to discover that its readership was twice as large as everyone thought, they would likely stage a parade down Madison Avenue. Radio should not pass up any opportunity to remind advertisers that we are a reach medium, one that offers marketers the most cost effective opportunity to expose more of their consumers to their advertising messages.”