KDAY-FM and KDAI-FM Sign For Arbitron Portable People Meter Ratings Service in Los Angeles
Urban-Focused Hip-Hop Stations See PPM as Important Information Resource for Innovative Programming Strategy
Arbitron Inc. (NYSE: ARB) announced today that KDAY-FM and KDAI-FM, simulcast hip-hop stations owned by Magic Broadcasting, have entered into a multi-year agreement for Arbitron’s radio ratings services that include Portable People MeterTM audience measurement services when the PPMTM system is deployed in Los Angeles, starting in January 2008.
“We see our commitment to the Arbitron PPM as another important step forward in the series of significant improvements that we’ve made to the 93.5 KDAY/93.5 KDAI synchrocast over the past year,” said Roy Laughlin, general manager. “Along with the 70 percent improvement in our signal and our multi-year agreement to air Steve Harvey in the morning, we expect the Arbitron PPM to help us showcase the increased value that our station audience will provide for advertisers in Los Angeles. We believe Hip Hop and KDAY/KDAI specifically will grow in audience strength and that PPM will enhance the accountability of the advertising campaigns we deliver to our advertisers.”
Beginning in January 2008, Los Angeles is scheduled to become the fourth radio market in the United States to be measured by the Arbitron Portable People Meter. Philadelphia was the first market to make the transition to Portable People Meter measurement in April 2007. Houston will make the full transition in July 2007. New York is slated to switch to PPM starting in October 2007.
Over the next three years, Arbitron plans to deploy the Portable People Meter in the top 50 markets in place of the paper and pencil diary method that the company has employed to collect radio audience estimates since 1965.
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