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Arbitron's People Meter and the cost

M

MaskMan

Guest
Arbitron is beginning to roll out the People Meter in smaller markets and I'm wondering if station's will anti-up for the cost. The technology is great and all, but it will cost many, many, many times more than the diary system. In this economy, will station's swallow a 60%+ increase to have the ratings? Especially when they're having trouble getting advertisers to spend. I'm thinking this might open up a whole new opportunity for companies like Nielsen, The Media Audit, or maybe someone entirely new to provide ratings surveys in medium and smaller markets. Has anyone heard if the big groups in Raleigh and/or Charlotte plan on paying for this? Could this be a death nell for Arbitron?
 
Stations are going to have to bite the bullet and pay the piper! Yes the big guys will pay the bill for PPM and the little guys are going to be forced to follow. Some companies are pulling out of Arbitron and I have no idea how it has affectedt their revenues due to agencies wanting CCP, Reach and Frequency, along with schedule builders for their avails. Saga has been extremely profitable over the years and they no longer pay the piper. If you look at any of the markets where they have stations you will note their stations are not even listed in the public display of the 12+ numbers. Will PPM survive? Arbitron will survive until somebody comes along with some thing that is more reasonable and accepted by the advertising community.
 
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