NEWS19 July 2011

Zenith and Starcom strike new Arbitron contracts

New business North America

US— Starcom MediaVest and ZenithOptimedia have signed “multi-year” ratings and software contract renewals with Arbitron.

The new deals provide the duo with access to monthly reports in all portable people meter radio markets, data reports for all diary markets as well as Radar, Nationwide and Tapscan web services.

The Radar report is published four times a year and provides estimates of national radio listening figures, while the Nationwide report is published twice a year and provides clients with information about the demographic composition of radio audiences. The Tapscan online tool gathers information about radio stations and allows users to compare a station’s audience with, for example, magazines and newspapers.

Arbitron said that the Publicis-owned agencies had been clients for “many, many years”. Eight other agencies owned by the communications group – Zenith Media Services, Optimedia International US, Conill Advertising, Bromley Communications, Burrell Communications Group, Martin Retail Group, Spark Communications and Tapestry Worldwide – are covered by the agreement and will receive some or all of the services.

Starcom MediaVest senior vice president Helen Katz said: “Radio continues to be an effective medium for marketing and advertising and our agreement with Arbitron gives us the data we need to help our clients advance their campaigns.”