CNN to use Arbitron data in Starcom out-of-home TV deal

Arbitron first ventured into out-of-home TV measuring last year with the launch of ARB-TV, which uses the firm’s Portable People Meter (PPM) devices to count viewers.

CNN said that the deal with Starcom was “a first of its kind between the two media companies” and will provide Starcom with insight into consumer behaviour and media consumption and measurable results of specific campaigns.

The PPM technology will also be used to analyse out-of-home television exposure for Starcom clients, measuring specific ad schedules across CNN and HLN.

Starcom clients Allstate, DeVry, Kellogg’s, Sears Optical and Walgreen are all included in the deal.

Greg D’Alba, EVP and chief operating officer for CNN Ad Sales and Marketing said: “With the proliferation of television screens everywhere, it’s imperative that advertisers gain real insight into when and where customers are exposed to their brand, both inside and outside the home.”

Starcom president and chief operating officer Chris Boothe added: “Our long-standing position on investment metrics is that they must evolve to give us a more multifaceted look at real human experience to better assess the impact of advertising, and this agreement with CNN is an exciting step in that evolution, This bigger – and more importantly clearer – picture of viewer behaviours will be helpful in gauging our return on objectives and how CNN and HLN contribute to our clients’ brand growth.”