Arbitron, Coleman Deliver PPM Study To Wall St. Analysts
November 17, 2006 at 11:25 AM (PT)
ARBITRON and COLEMAN over the last two weeks conducted a series of online "webinars" to educate WALL STREET analysts who cover the radio industry about radio’s ability to maintain high audience levels during commercial breaks. The webinars featured a presentation of "What Happens When the Spots Come On: The Impact of Commercials on the Radio Audience," the study released by ARBITRON, COLEMAN and MEDIA MONITORS at the NAB RADIO SHOW in SEPTEMBER (NET NEWS 9/21).
Analysts from many firms -- including MERRILL LYNCH, J.P. MORGAN, UBS, MORGAN STANLEY, BANK OF AMERICA, R.W. BAIRD and C.L. KING -- viewed key findings of the study, including that radio holds more than 92% of its lead-in audience during the average commercial break. They also had an opportunity to ask questions about the study’s findings to COLEMAN Pres. JON COLEMAN and VP WARREN KURTZMAN, who delivered the presentations.
"We jumped at the opportunity to work with ARBITRON and deliver these presentations because the findings of the study are so important for radio," JON COLEMAN commented. "The analysts were very receptive to the findings and asked a lot of great questions about radio’s plans to benefit financially from this information."