Electronic Ratings Team Sets The Bar For Potential Providers
May 11, 2006 at 6:50 AM (PT)
The cross-industry team evaluating the competing methodologies for electric ratings management has set the bar for the three vendors vying to become radio's preferred electronic ratings provider. While laying out a set of criteria that must be met, the team also made it clear that radio is indeed supportive of electronic measurement, and ready to move forward ASAP based on the vendors' ability to meet the industry's needs.
"We are fully committed to electronic measurement and encouraged by the proposals we’ve seen, but we are not willing to settle for an inferior solution. The ball is now in these vendors’ courts to produce an accurate system that can roll out quickly across major markets and be affordable to advertisers, agencies and broadcasters,” said JESS HANSON, head of the evaluation team and SVP/Research for CLEAR CHANNEL RADIO.
The list includes specifics on devices, accountability, timely reporting and costs. The team's work has received consistent support from radio groups, media buyers and advertisers. More than two dozen companies responded to an original Request for Proposals issued in mid-2005. The evaluation team began reviewing proposals from seven initial finalists in DECEMBER, and by MARCH had announced that three companies – THE MEDIA AUDIT/IPSOS, ARBITRON and MEDIAMARK RESEARCH – were moving forward to the next level of examination.