Arbitron To Partner PPM Data With Media Monitors To Show Effectiveness Of Radio Advertising
June 20, 2012 at 12:01 PM (PT)
ARBITRON hosted a webinar TODAY (6/20) about giving advertisers a more reliable look at radio's performance, called "Return On Radio."
SVP Marketing/U.S. Media BILL ROSE quoted Media Planner ERWIN EPHRON when he explained the company's "Radio Marketing Mix Initiative." ROSE discussed ARBITRON's move to get "granular PPM data" into the hands of media buyers in order to show them the effectiveness of radio advertising. He said Radio hasn't always gotten proper credit for helping increase advertisers sales.
ARBITRON's answer is to more accurately monitor the exact quarter hours in which specific advertisers run their commercials. To do so, they're partnering with MEDIA MONITORS to compare their PPM data to MEDIA MONITORS' ad data.
ROSE delved into three studies done in 2010. In each case, they found that the granular data showed media buyers that their radio ad buys were more effective than previously thought.