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BBM Canada launches national portable audience measurement service

BBM Canada has launched of a national and regional electronic audience measurement service using its Portable People Meter system. The service can track the viewing habits television viewers wherever they might be watching and can track radio listening habits with one-minute accuracy, according to the company. The portable system replaces BBM's previous system, which was wired to a participant's television set. Panelists now carry small devices that detect codes embedded in the audio track of a broadcast. Approximately 9,000 panelists nationally have been outfitted with these devices. Regional data will be available from Vancouver, Calgary, Edmonton, Toronto and Montreal. "The launch of BBM Canada's radio and television PPM service is a huge step forward for the Canadian television and advertising industries," said Jim MacLeod, president and CEO of BBM Canada. "BBM led the world with PPM technology in Montreal and Quebec regional television measurement in 2004. With five years of experience we know PPM is reliable, that BBM panelists like to use the device, and that portable measurement is much more in tune with today's mobile lifestyles."

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