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New Electronic Radio Rating System Gaining Favor

Radio industry leader Clear Channel Communications has agreed to use a new electronic rating system in the top 50 U.S. markets. The electronic audience measurement system is aimed at replacing a decades-old system of paper diaries.

Many broadcasters, including CBS Radio (number-two in the national market), have already reached deals to use Arbitron�s Portable People Meter, a pager-like device that detects audio codes embedded in radio broadcasts.

People Meter ratings, while more expensive to produce than the old paper diary method, provide far greater detail about radio listening and don�t have to rely on the memory of listeners.

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