Positive Portable Metering

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WASHINGTON–The first readings from Arbitron’s Portable People Meter, currently being tested in the Philadelphia TV market, shows larger audiences across the board for broadcast and cable TV than Nielsen?s current local TV measurement system.

But the pager-like device — which reads specially-coded signals from TV, cable and radio to determine media exposure in the home or out — shows radio audience levels, with few exceptions, equivalent to measurements from Arbitron?s current diary methodology.

“The results are logical when you consider the capabilities designed into the PPM since it measures TV, cable and radio at all locations, in and out of the home,” said Marshall Snyder, who leads the meter’s development for Arbitron.

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