Arbitron Forms Task Force to Determine Radio Affinity
Sep 23, 2009 10:25 AM
Columbia, MD - Sep 17, 2009 - Arbitron has formed a task force of radio and advertising leaders to develop an ongoing measure of affinity. The effort is designed to reflect the advertising value of the unique relationship listeners have with their stations. The mission of this leadership team is to design a relevant, timely and accessible metric that captures audience involvement and has a lasting, balanced impact on radio planning and buying.
Following the Sept. 15, 2009, kick-off meeting, the group is moving to articulate the parameters that will help define, architect and introduce this significant metric across the industry as soon as possible.
Arbitron retained Sequent Partners to oversee, guide the development of the metrics and facilitate the process and is providing resources to fund and implement the process.
The members of the task force leadership team are:
Gerry BoehmeExecutive Vice President Strategic Planning & Information Technology ServicesKatz Media Group Matt JohnsonMedia DirectorBelron U/Safelite Auto Glass Betty KuphalDirector of Regional Media, East RegionCoca-Cola Paul BronsteinVice President, ResearchWestwood One Radio Deon LevingstonVice President/General ManagerInner City Broadcasting Joanne ChurchPresidentRadio Research Consortium Brian McElroyVice President of ResearchKatz Marketing Solutions Tom EvansVice President of Audio Research & Special ProjectsESPN Dennis P. McGuireVice President Group Spot DirectorCarat Janice Finkel-GreeneExecutive Vice President and Director of Futures and TechnologyMagna Global Shannon PedersenSenior Local Media ManagerSubway/SFAFT David GleasonExecutive Vice President, Programming Support Information SystemsUnivision Isabella SanchezSVP, Managing DirectorTapestry Tony GrayPresident/CEOGray Communications Amy VokesVice President, ResearchRadio One Jeff HaleyPresident/CEORadio Advertising Bureau Gail Warren AssociateMedia DirectorBurrell Advertising Lucy HughesSenior Vice President, ResearchCBS Radio
Sequent Partners was formed in 2003 as a specialized brand and media metrics consultancy.
The report says that four million more people listen to RADAR network-affiliated stations compared to last year....
There are a number of radio veterans questioning PPM's accuracy because listenership reports have frequently been quite different from those of the diary system. The technical design of the PPM system is explored to help explain the system....