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.