Arbitron Starting TV Out of Home Measurement Because Nielsen Is Moving Into Radio?

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Our friends at wonder whether Arbitron’s announcement that it will begin to measure TV Out of Home viewing is tied to Nielsen’s recent announcement that it would begin a US radio measurment service, which has been Arbitron’s traditional turf.

Arbitron insists this isn’t retaliation for Nielsen launching a US radio measurement service, but rather a natural extension of PPM’s capabilities. Indeed, TV was included when Arbitron and Nielsen were jointly testing PPM in Houston. We wonder, though, whether Arbitron would have been hesitant to challenge the larger TV-focused ratings company if the giant hadn’t already invaded its turf.

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