Entercom has never been one of the vocal critics of Arbitron, so no one expected it to balk at renewing its radio ratings contract. But it is one of the five largest US radio groups, so Arbitron is proudly touting a multi-year renewal for both Portable People Meter (PPM) and diary market ratings data.
“Arbitron looks forward to continuing our long and productive relationship with Entercom,” said Carol Hanley, Executive Vice President, Chief Sales and Marketing Officer at Arbitron. “Arbitron is proud to provide the quality PPM and diary audience measurement data that helps Entercom facilitate its buy-sell process across all of their radio markets and helps grow its business,” she added.
The PPM service is currently commercialized in 33 markets nationwide, and is scheduled to be commercialized in 48 markets by the end of 2010. Most of Entercom’s stations are in markets which have PPM, or will have it soon, although a few are in smaller markets, like Gainesville, FL, which will continue to have diary measurement for the foreseeable future.