Arbitron To Measure Cross-Platform Media
September 30, 2009 at 2:51 PM (PT)
ARBITRON has created a Cross-Platform media measurement group, which will be overseen by an expansion of its executive management team. The aim of this group, which brings together product development, sales and product management, is to leverage ARBITRON's PPM technologies beyond its traditional radio business.
By leveraging PPM technology and domestic and international partnerships, ARBITRON plans to capture an integrated view of the modern consumer media experience -- bridging the measurement gap amongst television, radio, Internet, mobile and placed-based media.
"PPM technology provides a unique method for tracking consumer-level exposure across numerous platforms and media," ARBITRON CEO MICHAEL SKARZYNSKI stated. "By establishing this group, we believe that we can more effectively operate at the speed and scale required to succeed in this dynamic media marketplace."
Longtime ARBITRON exec PIERRE BOUVARD will drive ARBITRON's cross-platform strategy as EVP/Cross-Platform Services. His team will develop the cross-platform media measurement strategy, define key offerings and take them to the marketplace.
CAROL HANLEY has been promoted to SVP/Chief Sales Officer; she will focus on sales of ARBITRON services to radio, agency and advertiser customers. "CAROL HANLEY is a recognized leader in the radio industry," SKARZYNSKI said. "CAROL has the trust and confidence of our customer base and is a valuable member of the Arbitron team. We are fortunate to have someone of CAROL's caliber take the helm of our sales organization."
"We believe this cross-platform media measurement initiative is a natural extension of our existing services and will help generate more comprehensive insights into our customers' total audience," he added. "ARBITRON has invested in maintaining its leadership position by delivering high quality media measurement services, and we will continue to strive to obtain MEDIA RATING COUNCIL accreditation across our radio markets."