Geodemographics System Adds Arbitron Data

Geoscape International has incorporated Arbitron radio ratings data into its geodemographic database. The new edition of the Geoscape Intelligence System (GIS) maps signal coverage against in-depth demographic and ethnic data for more than 14,000 radio stations in nearly 300 metropolitan areas across the US.

GIS, which Geoscape describes as 'a revolutionary marketing and media analysis and visualization system', features seven modules for rapid use in geodemographic, retail, media, database mining and direct marketing applications. It allows users to analyse geography - down to ZIP and block codes - against retail trade areas, TV and radio stations, while newspapers can be profiled according to their circulation by metro- and micro-geographic area. Its ListGateway service provides access to about 95% of American households and businesses.

The system's Media Target/Radio module will provide the overall market rank of each radio station that Arbitron reports in terms of both its ordinal rank and audience share (percentage) for the whole day (6am to 12am). Accompanying demographic maps and population and household reports show the listening area contour by zip code, in a flexible visual format via a Web broswer. Media Target already uses data from Nielsen Media Research and the Audit Bureau of Circulation (ABC) to provide TV and newspaper equivalents respectively.

Geoscape President Cesar M. Melgoza says the arrangement 'deepens our offering for media planners and advertisers via a compelling visualization and reporting system accessible from a web browser'. According to Alisa Joseph, Arbitron's VP, Advertiser Marketing Services: 'By using GIS to better understand today's culturally diverse marketplace, marketers will undoubtedly create more successful programs and realize better ROI for their advertising investment.'

A sample of the GIS Media Target/Radio data is at www.geoscape.com/MediaTarget/Radio.pdf . Geoscape is a privately held corporation with worldwide HQ in Miami and subsidiary offices in Brazil, Mexico and The Netherlands. Arbitron's home page is at www.arbitron.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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