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Arbitron is betting it can launch a successful out-of-home TV service just months after Nielsen suspended its out-of-home venture with Integrated Media Measurement Inc. Called ARB-TV, a custom suite of audience measurement services will leverage the installed portable people meter radio panels to also track out-of-home viewing to traditional TV.
According to Alton Adams, executive vp of Arbitron, the new research product has one client, which he declined to name.
The local ARB-TV will be available in markets where Arbitron uses the PPM to measure radio audiences, in 15 top local markets such as New York, Los Angeles and Chicago.
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