Via Email
From: Fran Kennish
Chairman, AAAA Media Research Committee
Senior Partner, Director of Media Research,
Strategic Planning, Mediaedge:cia
Dear Houston Media Outlet:
The Media Research Committee of the American Association of Advertising Agencies strongly supports Arbitron's Houston Trial of Portable People Meters (PPM). Improving our understanding of who is consuming media and how they do so is a prime concern to the agencies and advertisers who invest billions of dollars in your medium. We share your desire for a ratings system that better captures the way consumers use electronic media, both in and out of the home.
The field trial of Arbitron's Portable People Meter has achieved a significant milestone. The AAAA Media Research Committee is very pleased that a majority of media outlets targeted for the Houston trial are already encoding their signals. This represents yet another milestone. If you are already participating in the trial, we thank you for your support.
If you have yet to encode your audio signal, we urge you to do so as quickly as possible. For a meaningful evaluation of the Houston PPM trial, the industry needs the fullest possible participation of the media. Since media measurement is already underway, time is of the essence to take part in this phase of the PPM Market Trial.
We encourage all media to continue their support of the PPM trial in Houston. We greatly appreciate your organization's efforts to work with Arbitron on this time-critical and industry-relevant innovation.
Thank you.
Cordially,
Fran Kennish
Chairman, AAAA Media Research Committee
Senior Partner, Director of Media Research,
Strategic Planning, Mediaedge:cia
C./ AAAA Committees: Media Research, Local TV/Radio and Media Policy
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