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Radio Partners to Improve Marketing Mix Data
In the US, Arbitron and a consortium of radio industry leaders have agreed to collaborate to improve the analytical methods used by advertisers to evaluate the tangible impact of radio advertising on sales.
Along with partners Dial-Global, Clear Channel subsidiary Premiere Radio Networks and Westwood One, Arbitron will fund the initiative to integrate more granular and timely radio data into advertisers' marketing mix models.
The companies have retained brand and media metrics consultancy Sequent Partners to guide and coordinate the effort.
Carol Hanley, Arbitron's SVP / Chief Sales Officer, says the move is 'a major effort designed to help radio claim a larger share of marketing spend.' She adds: 'We are committed to joining forces with our customers to help ensure that marketers have demonstrable insights into the full power of radio.'
Charlie Rahilly, President, National Advertising Platforms, Clear Channel Radio, comments: 'We've always known from our clients that the medium has worked. Through this initiative, we have a terrific opportunity to validate that statistically.'
Web sites: www.arbitron.com and www.sequentpartners.com .
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