Agreement Adds TNSMI/CMR Data to Arbitron Package

Arbitron Inc. and TNS Media Intelligence/CMR have signed a marketing agreement to provide TNSMI/CMR's spot television advertising tracking data to Arbitron's regional and local advertising agency customers.

Arbitron's TAPSCAN(r) Software Suite now includes Market Analysis, a new service that will enable agencies to process TNSMI/CMR's spot TV ad tracking data. Arbitron is the only company authorized to license TNSMI/CMR local TV intelligence to regional and local advertising agency clients.

TNS Media Intelligence/CMR's tracking technologies collect occurrence and expenditure data, as well as the creative executions of more than 1.9m brands spanning 20 media.

Arbitron's Advertiser/Agency Services division provides multimedia planning and buying software and services as well as audience measurement information to more than 3,000 national advertising agencies and advertisers. The new agreement will enhance the functionality of Arbitron's TAPSCAN software for regional and local agency customers. Market Analysis reports on 100 local TV markets will be provided to subscribers monthly. Agencies can subscribe to the entire TAPSCAN Software Suite, the Market Analysis service alone or TAPSCAN alone without the Market Analysis feature.

Arbitron will provide live instructor-led training over the Web and other training options to Market Analysis subscribers.

According to Carol Hanley, senior vice president of sales for Arbitron's Advertiser/Agency Services 'Our customers in regional and local markets will now have the means to track spot TV spending and audience delivery for competing brands; quickly identify competitive opportunities; monitor the effectiveness of their ad buying; and prepare compelling presentations to get new business'.

'This marketing alliance brings together two of the industry's foremost information providers', said George Shababb, senior vice president, Strategic Planning and Business Development, TNSMI/CMR. 'Having TNS Media Intelligence/CMR spot TV data integrated into Arbitron's Market Analysis application, allows us to offer critically important spot television intelligence to a wider base of regional and local agencies'.

More information is available from www.tnsmi-cmr.com and www.arbitron.com/ad_agencies/marketanalysis.htm

TAPSCAN(r) is a registered mark of TAPSCAN Inc., used under license.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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