Arbitron Debuts Campaign ROI Service

US-based ratings giant Arbitron has introduced a cross-platform tool called Promo OptimiXer, to help broadcast and cable networks evaluate the return on investment of their radio and television 'tune-in' campaigns.

The new single-source service is based on the viewing and listening behavior of around 69,000 PPM (Portable People Meter) panellists in 44 US media markets. This provides evaluation metrics for program episode and promotion reach, conversion percentage, program impressions, and projected audience reached by program and promotion.

The service also delivers information on who was exposed to a campaign, on what media, and how often. Unduplicated reach and frequency can be estimated separately by each component of the campaign, such as radio tune-ins, DJ chatter, and in-house promos, as well as for the entire campaign.

Carol Edwards (pictured), SVP of Cross Platform Services, comments: 'Promo OptimiXer uses the PPM service to track exposure to radio as well as TV campaigns among a single, representative sample. Through the service, we can now show programmers how consumers who are exposed to promotion campaigns on radio as well as on TV ultimately tune in to the program being promoted.'

Web site: www.arbitron.com .