Arbitron and Entravision Study Cross-Platform Impact

In the US, ratings giant Arbitron and Spanish-language media firm Entravision Communications Corporation have partnered to test the impact of cross-platform ad campaigns running simultaneously on radio and television.

The study used the cross-platform capabilities of Arbitron's single-source PPM ratings service to monitor Entravision's five Denver, CO TV and radio stations, collecting data from 1,274 panellists.

Exploring the impact of ads on both Entravision's local TV and radio stations, the pilot test found that the usage patterns of TV and radio complemented each other; with radio delivering high daytime ratings while TV delivered at night.

Jeff Liberman (pictured), President, Radio Division of Entravision, comments: 'This single-source, cross-platform PPM pilot project reaffirms what we've been proving to our advertisers for years - utilizing both radio and television is an efficient and effective way to increase reach over a radio-only or television-only advertising schedule.'

Arbitron's VP of Cross-Platform Sales and Marketing, Carol Edwards, says the pilot has provided the firm with a 'great opportunity' to evaluate the value to advertisers of combining radio with television.

Web sites: www.arbitron.com and www.entravision.com .