Nielsen Media Research Monday said it is in talks with Clear Channelâ€™s electronic ratings committee about measuring radio listening which could pose a serious challenge to Arbitron.
The technology Nielsen could employ to measure radio would be its cell-phone-based â€œgo meterâ€? which the company has earmarked as a device for measuring out-of-home TV viewing.
Nielsenâ€™s potential entry into radio could pose additional problems for Arbitron beyond challenging the radio ratingsâ€™ companyâ€™s core business. The two companies are currently partnering in Project Apollo, a national marketing service that combines Arbitronâ€™s PPM with ACNielsenâ€™s consumer scanner panels to provide advertisers with multimedia and product purchase data from a common sample of consumers. Project Apollo has six major advertisers participating in the pilot service.