Columbia, MD - Dec 7, 2009 - Arbitron, Dial-Global, Premiere Radio Networks and Westwood One agreed to collaborate on an initiative intended to improve the analytical methods used by advertisers to evaluate the tangible impact of radio advertising on product sales. The goal of the group effort is to improve how radio is incorporated into marketing plans used by advertisers to evaluate how product sales are influenced by advertising on different combinations of media. Arbitron, Dial-Global, Premiere Radio Networks and Westwood One have agreed to fund the initiative.

The companies have retained Sequent Partners to guide and coordinate their effort. Sequent Partners is a brand and media metrics consultancy.