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Arbitron Fills Out Sports Offering
Arbitron Inc., provider of US audience measurement, has announced a new custom research service that will enhance audience estimates for local radio listening to sporting events, giving sports broadcasters 'play-by-play listening data' for events for the first time.
Pre-, post- and in-game Average-Quarter-Hour and Cume ratings will be compiled using a telephone-based survey the day after the radio broadcast of the selected event or series of events. The new service will complement Arbitron's local market ratings service, and will be developed in consultation with agencies, advertisers and media buyers.
Interviewers will ask adults (18+) about radio listening during the relevant daypart covering the broadcast and time each side. Listening location, listening frequency and consumer impressions will also be offered as optional extras.
Bill Rose, Senior VP, Marketing US Media Services, says radio broadcasters are looking to provide advertisers with 'more accountability and efficiency, with a clear return on investment. Radio broadcasts of sporting events attract targeted and highly desirable demographics. This service will provide improved audience estimates to quantitatively support advertising for those events'.
Arbitron is online at www.arbitron.com
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