The PPM, which tracks media exposure by detecting inaudible codes embedded in programming can now add podcasting to its list of media platforms that the PPM has the ability to measure including radio, TV, cable and the Internet. "Podcasting is a very different distribution system for traditional radio and the successful test of the PPM should further build confidence in how well it works with all types of audio programming," said Pierre Bouvard, president of PPM for Arbitron in announcing the test's results. The PPM does a better job of identifying alternate distribution platforms and time-shifted audio content than any other approach to portable electronic audience measurement that we've seen.

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