Arbitron Debuts Measurement for Kids and Tweens

In the US, through a new deal with kid-friendly network Radio Disney, Arbitron will be measuring the radio listening behaviour of 6 to 12 year olds for the very first time.

The network has more than 50 affiliated radio stations in the US and reaches about 97% of the country.

'Radio Disney has built a strong connection with millions of kids and tweens who have driven recording artists to the top of the charts and multi-platinum-selling status', said Arbitron VP/Advertising Sales Jon Sayer. 'Advertisers value the power of the youth and mom demographic and Radio Disney's unique approval among moms who trust the programming and the brand.'

National family radio listening patterns will also be measured as part of the contract. Executive VP/Disney Media Advertising Sales & Marketing Group Tricia Wilber added that Arbitron's recognition of the importance of monitoring the kid, tween and mom market, is a turning point for the broadcaster.

Web sites are: www.arbitron.com and http://radio.disney.go.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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