NEWS11 December 2009

Arbitron works with agencies to determine impact of radio ads

Data analytics North America

US— Arbitron and a trio of radio broadcasters have launched an initiative to improve the analytics that advertisers use to measure the impact of radio advertising on sales.

The ratings firm, along with Dial-Global, Premiere Radio Networks and Westwood One will fund the initiative and work with marketing mix agencies to update their models with more granular and timely radio data.

David Landau, CEO and president of Dial Global, said: “This initiative demonstrates an important commitment to our entire industry, as these models have an impact on all of radio. This project will ensure the best practices and data are employed when determining the value of our medium to an advertiser’s potential investment.”

Arbitron’s chief sales officer Carol Hanley said the initiative was “a major effort designed to help radio claim a larger share of marketing spend.”

The group has hired brand and media metrics consultancy Sequent Partners to coordinate and guide the initiative.