NEWS12 July 2012

Arbitron to track promo campaign impact for TV and radio shows

Data analytics North America

US— Arbitron has launched Promo OptimiXer, a cross-platform ratings tool designed to help broadcasters and cable networks evaluate the return generated by TV and radio programme promos.

The new tool uses Arbitron’s Personal People Meters (PPM) to track exposure to campaigns played on the radio and TV. Discovery Communications has already used the tool to gauge the effectiveness of its pre-launch campaign for the new series of Deadliest Catch (pictured).

Information is collected from a approximatly 69,000 PPM panellists across 44 of the country’s top media markets. As well as assesing how successful poromotional campaigns were, it will provide broadcasters with details on episode reach, conversion percent and programme promotion impressions.