LA broadcasters prepare for PPM ratings

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Arbitron is gearing up to introduce its Personal People Meter ratings system in Los Angeles, and the LA Times reports on local broadcasters’ reactions to the new methodology. “By and large, it’s a more accurate way of monitoring how people truly do listen to the radio,” Southern California Public Radio President Bill Davis tells the Times. “The overall audience is actually much larger, but time spent listening is going to be less.” Arbitron reports data from its June trial run of PPM in Los Angeles here [PDF]. There’s more PPM news on PRPD’s website, where Arthur Cohen blogs about Arbitron’s first people meter measurement of digital radio.