In a decison that may impact on the Australian radio market, Arbitron’s Portable People Meter has been selected by the Bureau of Measurement in Canada to measure television audiences in Montreal and Quebec. These are the first two markets in a Canadian national roll-out of the PPM, which will also eventually include radio.

BBM Canada is a member-owned industry organization that provides ratings information to broadcasters, advertisers and their agencies.

“Ten years of laboratory and field testing have proven that the PPM is poised to become the ratings measurement system of today and tomorrow,” said Jay Guyther, senior vice president, Arbitron.

“Unlike any other electronic system, all elements have been tested together, from the device to the encoding to peoples’ compliance in using the equipment—and the PPM has time and again delivered the consistency and accuracy to become the trusted ‘currency’ in buying and selling commercial time,” says Gunther.