Arbitron Launches Task Force On 'Affinity'
September 17, 2009 at 11:18 AM (PT)
ARBITRON has formed a task force of radio and advertising industry leaders to develop an ongoing measure of "affinity" that is designed to reflect the advertising value of the unique relationship listeners have with their stations. The mission of this leadership team is to design a relevant, timely and accessible metric that captures audience involvement and has a lasting, balanced impact on radio planning and buying.
Following the SEPTEMBER 15th, 2009 kick-off meeting, the group is moving aggressively to articulate the parameters that will help define, architect and introduce this significant metric across the industry as soon as possible. ARBITRON retained SEQUENT PARTNERS to oversee, guide the development of the metrics and facilitate the process and is providing resources to fund and implement the process.
"In assembling this prestigious committee of industry luminaries, Arbitron intends to create a measurement that complements existing data and showcases radio’s true impact for agencies and advertisers," ARBITRON EVP ALTON ADAMS said. Given the industry’s challenges, this timely and important endeavor is bringing the insights and expertise of advertisers, agencies and broadcaster together to help measure radio’s true value."
"This initiative brings together a cross-representative group of concerned industry leaders from advertisers, agencies, and radio companies to find a new qualitative metric that will make the planning and buying of radio more meaningful," ESPN VP/Audio Research & Special Projects DR. TOM EVANS said. "Radio is at a critical crossroads today. This initiative will help relevant industries understand radio beyond the traditional quantitative metrics and comprehend what radio can uniquely contribute to a media plan.”
Among those in Task Force Leadership Team include KATZ MEDIA GROUP EVP/Strategic Planning & Information GERRY BOEHME; COCA-COLA COMPANY Dir./Regional Media, East Region BETTY KUPHAL; WESTWOOD ONE RADIO VP/Research PAUL BRONSTEIN; INNER CITY BROADCASTING VP/GM DEON LEVINGSTON; UNIVISION EVP/Programming Support Information Systems DAVID GLEASON; GRAY COMMUNICATIONS Pres./CEO TONY GRAY; RADIO ONE VP/Research AMY VOKES, RAB Pres./CEO JEFF HALEY; and CBS RADIO SVP/Research LUCY HUGHES.