CBS Pres./Sales: Post Ratings, Deliver Audience Via PPM Currency
April 28, 2008 at 3:16 PM (PT)
One of the major benefits emanating from CBS RADIO's Digital Network Presentation (see story below) is that it will incorporate an aggressive outreach to advertisers -- using PPM data as its choice of currency. "In this era of increasing accountability, it is imperative we move to improve our credibility with our clients and provide them with pre-negotiated audience delivery assurances not only for PPM data when it becomes available, but with ratings information from the diary as well,' VP Sales MICHAEL WEISS told CBS RADIO staffers.
Posting our ratings to ensure our clients' messages are delivered to the intended audience will strengthen our reliability and illustrate an advertiserâ??s return on investment
"Over the course of the next 90-120 days, I will be working with LUCY HUGHES, our Market Managers and Directors of Sales, and the major agencies to come up with a set of mutual guidelines that will be beneficial for everyone involved," he continued. "This is an important first step not only for CBS RADIO, but for the entire industry. We would hope our brethren will follow suit in the coming weeks and months ahead.
WEISS acknowledged the current predicament, where Radio and ARBITRON are working to create a trusted currency in the PPM despite what some would describe as growing pains. "Our advertisers count on us to help drive sales and increase their brand awareness. Posting our ratings to ensure our clients' messages are delivered to the intended audience will strengthen our reliability and illustrate an advertiser’s return on investment. There are many questions still to be answered, and we will work through them in an amicable process."