NEW YORK, February 6, 2008 – Arbitron Inc. (NYSE: ARB) today announced that Midwest Television, Inc. has signed a multi-year contract for Portable People Meter radio ratings services for KFMB-AM and KFMB-FM. This agreement will take effect as and when Arbitron commercializes the new audience ratings technology in San Diego.
“This advance in ratings gathering technology signals a watershed moment for our industry,” said Gina Land au, Vice President and General Manager, KFMB-AM/FM. “The advent of more accurate audience reporting, particularly at an unprecedented time of downturn, will make a tremendous difference in our ability to compete for Radio’s fair share of total ad dollars in the future. The KFMB Stations are pleased to be among the first in the San Diego Market to secure PPM service.”
Over the next three years, Arbitron is scheduled to deploy the Portable People Meter in the top 50 markets in place of the paper diary method that the company has used to collect radio audience estimates since 1965.