Mason Touts CBS Online Growth, PPM
August 13, 2008 at 5:28 AM (PT)
In an interview with MARKETWATCH reporter DAVID B. WILKERSON, CBS RADIO CEO DAN MASON said that his company is seeing substantial growth in online listening and advertising while traditional revenues continue to struggle. "Advertising is going through some difficult times now," said MASON. "There's been a lot of talk that some of that advertising has migrated to the digital world ... and we've seen the growth in our own numbers."
MASON cited the combination of CBS' streams with AOL's in JUNE as marking a 65% increase in cume for the streams between MAY and JUNE, with five stations in NEW YORK, LOS ANGELES and CHICAGO up almost 50% in JULY. "The message for advertisers is to look at how we package and display content, and put it across various platforms," said MASON.
In the interview, MASON also said that the company should benefit from "the greatest year in radio's history for political advertising," and that "as ARBITRON improves the sampling, [PPM] will become widely accepted, much like the diary methodology in the 1970s," noting that the increases in cumes under the PPM "goes to show you how much radio is used. It's used on a greater scale than what people believe."