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NEW YORK — Wendy's signed Arbitron Inc. to a multi-year agreement for the ratings company's Portable People Meter audience measurement service.
 
According to a news release, through this contract, Wendy's would have access to PPM data in order to evaluate its radio advertising plans for all PPM markets. Wendy's believes PPM will help it better measure its return on radio ad investments.
 
"By giving us an enhanced, more reliable view of who is listening to what radio programming, when and for how long, this cutting-edge technology will improve accountability and increase our return on investment of our advertising dollars," said Shannon Pedersen, media buying manager for Wendy's International.

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