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10-18-2012

How advertisers determine the return on investment they get from what they spend on radio is vital to every General Manager and Sales Manager tasked with growing revenue. If advertisers do not know whether or not the money they spend with your radio station produces results, they are unlikely to be with you for too long. A new partnership between Arbitron, the German company GfK MRI, and Media Monitors is aimed at providing that important information.

Arbitron says its model-ready PPM radio ratings data will now be available in GfK MRI’s Granularity portal. GfK MRI’s Granularity portal is already used by modelers and agencies to get print data for models. Additionally, Arbitron has reached an agreement with Media Monitors to link PPM radio ratings with Media Monitors' commercial airplay data to enable advertisers to receive Arbitron’s radio audience estimates for the specific times their spots run.

Arbitron's Chief Sales and Marketing Officer Carol Hanley explains, “Arbitron’s partnership with GfK MRI and Media Monitors will provide modelers and advertisers with a better understanding of radio’s crucial role in the overall advertising mix and increased confidence in the medium. By placing Arbitron’s more granular PPM data in GfK MRI’s Granularity customer modeling portal, we hope to demonstrate that radio’s significant contribution to the overall return on investment of a marketing campaign is much higher than previously thought, thus generating more mindshare for the medium among advertisers.”

The model-ready Arbitron PPM Radio Ratings in GfK MRI’s Granularity portal are designed to improve the statistical reliability of marketing mix models and provide advertisers with a better understanding of radio’s ability to drive marketing ROI. The data is based on PPM radio ratings which is linked to commercial occurrence data from Media Monitors for the specific date, quarter-hour, and station on which each commercial ran.

GfK MRI's goal is to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. GfK MRI provides magazine audience ratings, multimedia research data, and insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.

GfK MRI says making Arbitron PPM radio ratings available in the same location as print will make it easier, more efficient, less labor intensive, and less error prone for modelers to access the radio data they need to gauge radio’s contribution to sales. With model-ready PPM radio ratings available in Granularity, advertising agencies can easily validate a client’s advertising activity and submit modeling specifications to modelers, making radio easier to buy.

GfK MRI SVP of Market Solutions Andrew Arthur says, “The expansion of the Granularity system to include Arbitron’s radio ratings demonstrates GfK MRI’s strategic commitment to establishing much-needed standards to ensure that all media are judged fairly in today’s ROI calculations. We hope that our partnership with Arbitron will not only further that cause, but also reduce the time and effort required for our agency clients to produce the necessary inputs for marketing mix models.”

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