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Arbitron Seeks to Define 'Affinity'
Arbitron has announced the formation of a task force of radio and advertising industry leaders to develop an ongoing measure of 'affinity', designed to 'reflect the advertising value of the unique relationship listeners have with their stations'.
At a kick-off meeting this week the group discussed its mission to design 'a relevant, timely and accessible metric that captures audience involvement and has a lasting, balanced impact on radio planning and buying'.
Arbitron, which is itself providing resources to fund and implement the process, has retained brand and media metrics consultancy Sequent Partners to oversee matters, guide the development of the metrics and facilitate.
Arbitron EVP Alton Adams comments: 'In assembling this prestigious committee of industry luminaries, Arbitron intends to create a measurement that complements existing data and showcases radio's true impact for agencies and advertisers. Given the industry's challenges, this timely and important endeavor is bringing the insights and expertise of advertisers, agencies and broadcaster together to help measure radio's true value.'
The move comes during turbulent times for radio in the US, with measurement changes, recessionary pressure and media fragmentation all contributing; and reflects a general feeling that the medium has a special place in advertising and has not done everything it can to demonstrate its effectiveness. Shannon Pederson, Senior Local Media Manager at Subway is one client joining the committee, and comments: 'I believe radio is absolutely necessary to reach our consumers and get them into our restaurants. I think we struggle with understanding how radio fits in with our overall plans as well as how to use it as efficiently as possible.'
Web site: www.arbitron.com .
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