Arbitron signs new multi-year ratings deal with Cumulus

The agreement provides Cumulus stations in 44 diary markets access to the Arbitron radio ratings service for the first time in more than three years. It also renews ratings agreements in 17 PPM markets and 39 diary markets.

In addition to diary and PPM local market ratings, the agreement also provides Cumulus with access to Arbitron software applications, Scarborough consumer profile services, and national and network radio ratings for Cumulus Media Networks. Cumulus has also agreed to collaborate with Arbitron on cross-platform services that would quantify the total impact of the Cumulus radio brand.

Sean Creamer, president and CEO of Arbitron, said: “Cumulus is using multiple platforms to reach listeners and engage consumers and Arbitron has a robust suite of technologies and methodologies that we can leverage to help Cumulus demonstrate the power of its radio brand.”

Lew Dickey, chairman and CEO of Cumulus, added: “With this agreement, Arbitron and Cumulus are demonstrating a long-term commitment to collaborate for the benefit of the radio industry. We will work closely with Arbitron on its ongoing quality and service enhancement initiatives. Specifically, we look forward to participating in the development of an integrated, total radio audience service that gives broadcasters full credit for our audiences regardless of how listeners access our content.”

Last month Nielsen announced it had signed a definitive agreement to buy Arbitron for about $1.26bn. Creamer replaced William Kerr as president and CEO of the media measurement firm on 1 January.