Arbitron Releases ROI Tool
Arbitron calls it the Promo OptimiXer service, "a single-source, cross-platform ratings tool designed to help broadcast and cable networks evaluate the return on investment that radio and television ‘tune-in’ campaigns deliver in terms of audience ratings to the programs being promoted." Discovery Communications has already used the product to guage the success of their radio and TV campaign to promote Deadliest Catch.
Senior VP for Cross Platform Services at Arbitron Carol Edwards said, “While campaign tracking is often done for TV promotions, our new Promo OptimiXer service uses the unique ability of the Arbitron Portable People Meter to track exposure to radio as well as television campaigns among a single, representative sample,” said . “Radio tune-ins have always been a favored tool among TV programming and promotion executives. The Promo OptimiXer service can now show programmers how consumers who are exposed to promotion campaigns on radio as well as on television ultimately tune in to the program being promoted.”