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Since Arbitron exited the TV business 16 years ago, the research company has tried with no success to expand beyond its core radio measurement services.
Well, it’s taking another stab at diversification, announcing last week that it is forming a new cross-platform media measurement group once it completes the rollout of its portable people meters to the top 50 radio markets in 2010.
The new unit, headed by Pierre Bouvard, who was promoted to executive vp of cross-platform services from executive vp of sales, plans to leverage Arbitron’s PPM to measure audiences across TV, radio, Internet, mobile and place-based media.
“Marketers want to know what a day in the life is like,” said Brad Adgate, senior vp, director of research, Horizon Media.
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