Arbitron OK's BusRadio's Methodology
July 8, 2008 at 5:29 AM (PT)
A NEEDHAM startup with dreams of building a radio empire, one school bus at a time, has achieved a ratings breakthrough, reports THE BOSTON HERALD. ARBITRON has given a green light to the methodology BUSRADIO INC. uses to calculate the size of its audience, which the media company now pegs at roughly 1.5 million schoolchildren in more than 14,000 buses across the country.
BUSRADIO execs say the ARBITRON ruling could help the company charge higher rates for its commercial ads, which now account for four minutes of every hour of programming.
In fact, the ARBITRON decision comes as BUSRADIO is ramping up its efforts to woo advertisers. The company recently hired LES HOLLABDER, a former top CBS RADIO ad executive. "This is really the beginning," HOLLANDER said. "It gives us measurability, accountability."