Arbitron To Exit Mexican Markets
March 2, 2007 at 5:49 AM (PT)
ARBITRON is discontinuing its MEXICO CITY, GUADALAJARA and MONTERREY radio ratings services and exiting the MEXICO radio research market. The FALL 2006 radio ratings surveys will be the final radio ratings surveys.
"After five years of measurement in the three most important cities in MEXICO, we have concluded that, without a stronger financial commitment on part of broadcasters, we are not able to maintain our current service or consider any further plans for expansion within the country," said VP/Latin America Marketing CLARA CARNEIRO. "We’ve had a number of conversations with broadcasters hoping to obtain the kind of financial support that would allow us to continue to measure radio audiences in MEXICO. Unfortunately, to date, we have not received sufficient commitments from our radio broadcaster customers."