Arbitron and CBS Radio announced yesterday that the second-largest radio company has agreed to a seven-year contract for the portable people meter ratings service in 35 of CBS's markets included in Arbitron's PPM rollout plan, writes MediaWeek (via MediaBuyerPlanner). "CBS Radio is counting on the PPM to enhance the value of both our programming and the audiences we reach in the eyes of our advertisers," said Joel Hollander, CBS Radio president/CEO.

CBS's move to sign Arbitron comes as a surprise to the industry because the broadcaster is part of a team that is helping Clear Channel evaluate media measurement solutions.

"We're pleased to be the first major broadcasters to embrace the future by signing a contract for Arbitron's next-generation electronic audience measurement system. Radio has been searching for a more accountable method to provide advertisers with valuable information about its listeners, and I'm confident that the PPM will be supported throughout the industry," Hollander said.

Other broadcaster that have signed up for the PPM include Beasley Broadcast Group, Spanish Broadcasting System and several major agency conglomerates and regional agencies in Philadelphia and Houston.