Three Finalists Selected For Next-Generation Ratings Service
March 9, 2006 at 8:00 AM (PT)
The cross-industry evaluation team today (3/9) announced the three finalists for the next-generation radio electronic ratings system are MEDIAAUDIT/IPSOS, ARBITRON, and MEDIAMARK RESEARCH. CLEAR CHANNEL RADIO initiated the process last JUNE by asking for proposals for new ratings. The evaluation committee includes a collaboration of radio companies, media buyers, advertisers, and industry professionals.
Each company will get to present their electronic ratings systems to the evaluation team later this month. The evaluation team is especially interested in having cell phones as a measuring device. A live testing period is scheduled to begin this Spring.
We must be patient enough to fully evaluate each of our options. A bad choice, made immediately, is the worst possible circumstance for all involved.
"It has been encouraging to find that there are real, potential alternatives and options for radio audience measurement and we are moving forward aggressively to review them," said CLEAR CHANNEL RADIO SVP/Research JESS HANSON, who chairs the evaluation team. "The evaluation team was impressed with the ingenuity and proven track record of several of the finalists and is particularly interested in the cell phone as a measurement device."
CBS RADIO CEO & CHAIRMAN JOEL HOLLANDER said, "The work of this evaluation team will ensure that we make the best choice. We must be patient enough to fully evaluate each of our options. A bad choice, made immediately, is the worst possible circumstance for all involved."
"This is a vital process for our industry," said CUMULUS MEDIA CEO LEW DICKEY. "We’re impressed with the options selected by the evaluation team."
"Radio is clearly moving towards electronic measurement and we are focused on selecting the best possible vehicle to make the transition," said ENTERCOM President & CEO DAVID FIELD. "However, it is critically important that we deploy the best technology for the future that will fairly and accurately reflect radio listening levels, not just rubber stamp the incumbent's proposed solution."
FORD MOTOR COMPANY Global Media Manger MARK KALINE said,"I applaud CLEAR CHANNEL and the industry for doing its homework before making an important investment in a tool that will be so central to the success of the industry for years to come. I’m impressed with the speed and thoroughness with which the evaluation team has worked."