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Arbitron Trying To Give Advertisers More Data

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 MRIs Granularity portal. GfK MRIs 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 Arbitrons radio audience estimates for the specific times their spots run.

Arbitron's Chief Sales and Marketing Officer Carol Hanley explains, Arbitrons partnership with GfK MRI and Media Monitors will provide modelers and advertisers with a better understanding of radios crucial role in the overall advertising mix and increased confidence in the medium. By placing Arbitrons more granular PPM data in GfK MRIs Granularity customer modeling portal, we hope to demonstrate that radios 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 MRIs Granularity portal are designed to improve the statistical reliability of marketing mix models and provide advertisers with a better understanding of radios 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 radios contribution to sales. With model-ready PPM radio ratings available in Granularity, advertising agencies can easily validate a clients 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 Arbitrons radio ratings demonstrates GfK MRIs strategic commitment to establishing much-needed standards to ensure that all media are judged fairly in todays 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.




(10/18/2012 2:19:44 PM)
We are in the largest County in the State but when Arbitron had NO subscribers in this County they made the smaller nearby
County the "Metro." When asked why they did it, they said they do what their"subscribers want." Of course, now the stations in that County "appear" as if they kill all the stations in this County.

AND if anybody today believes that anyone would keep a handwritten diary these days and write down every time
they button push is still living in the 50's.

- Veteran Broadcaster
(10/18/2012 10:06:10 AM)
Blah Blah Blah...Arbitron has used the same tired ole information for 20 plus years. They need to focus on cost cutting ways to make their plans more affordable to smaller stations and reinvent their selling tools. Funny how they don't care about you until the contract runs up!

- Radioman
(10/18/2012 10:05:59 AM)
Blah Blah Blah...Arbitron has used the same tired ole information for 20 plus years. They need to focus on cost cutting ways to make their plans more affordable to smaller stations and reinvent their selling tools. Funny how they don't care about you until the contract runs up!

- Radioman

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