Broadcasters, Advertisers and Ad Agency Leaders Partner With Arbitron to Define Radio Affinity Metric

Broadcasters, Advertisers and Ad Agency Leaders Partner With Arbitron to Define Radio Affinity Metric

COLUMBIA, Md., Sept. 17 /PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE: ARB) announced today the formation of a task force of radio and advertising industry leaders to develop an ongoing measure of "affinity" that is designed to reflect the advertising value of the unique relationship listeners have with their stations. The mission of this leadership team is to design a relevant, timely and accessible metric that captures audience involvement and has a lasting, balanced impact on radio planning and buying.

Following the September 15, 2009 kick-off meeting, the group is moving aggressively to articulate the parameters that will help define, architect and introduce this significant metric across the industry as soon as possible.

"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," said Alton Adams, Executive Vice President of Arbitron Inc. "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."

"This initiative brings together a cross-representative group of concerned industry leaders from advertisers, agencies, and radio companies to find a new qualitative metric that will make the planning and buying of radio more meaningful," said Dr. Tom Evans, Vice President of Audio Research & Special Projects at ESPN. "Radio is at a critical crossroads today. This initiative will help relevant industries understand radio beyond the traditional quantitative metrics and comprehend what radio can uniquely contribute to a media plan."

Shannon Pederson, Senior Local Media Manager at Subway commented, "I am joining this committee because 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."

"We believe that Arbitron's commitment and collaborative approach to developing this metric will help bring greater clarity to strategic radio planning and buying decisions," concluded Adams.

Arbitron retained Sequent Partners to oversee, guide the development of the metrics and facilitate the process and is providing resources to fund and implement the process.

Task Force Leadership Team

Gerry Boehme Matt Johnson
Executive Vice President Media Director
Strategic Planning & Information Belron U/Safelite AutoGlass
Technology Services
Katz Media Group
Betty Kuphal
Director of Regional Media, East
Region
Paul Bronstein The Coca-Cola Company
Vice President, Research
Westwood One Radio Deon Levingston
Vice President/General Manager
Joanne Church Inner City Broadcasting
President
Radio Research Consortium
Brian McElroy
Dr. Tom Evans Vice President of Research
Vice President of Audio Research & Katz Marketing Solutions
Special Projects
ESPN
Dennis P. McGuire
Janice Finkel-Greene Vice President Group Spot Director
Executive Vice President and Carat
Director of Futures and Technology
Magna Global
Shannon Pedersen
David Gleason Senior Local Media Manager
Executive Vice President Subway/SFAFT
Programming Support Information
Systems
Univision Isabella Sanchez
SVP, Managing Director
Tony Gray Tapestry
President/CEO
Gray Communications Amy Vokes
Vice President, Research
Jeff Haley Radio One
President/CEO
Radio Advertising Bureau Gail Warren Associate
Media Director
Lucy Hughes Burrell Advertising
Senior Vice President, Research
CBS Radio

About Arbitron

Arbitron Inc. (NYSE:ARB) is a media and marketing research firm serving the media - radio, television, cable, online radio and out-of-home - as well as advertisers and advertising agencies. Arbitron's core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter(TM), a new technology for media and marketing research. Portable People Meter(TM) and PPM(TM) are marks of Arbitron Inc.

About Sequent Partners

Sequent Partners was formed in 2003 as a specialized brand and media metrics consultancy focused on helping marketers, the media and research companies navigate the changing media landscape. Clients come to Sequent Partners for thought leadership and analytically oriented consulting to leverage their media investment and build brands. Sequent Partners has been at the forefront of many of the industry's leading media initiatives including managing the client steering committee for Project Apollo, developing measurement guidelines for OVAB (Out of Home Video Advertising Bureau) and working with Ball State University to deliver the Nielsen-funded Council for Research Excellence's Video Consumer Mapping Study.

Source: Arbitron Inc.

CONTACT: Jessica Benbow of Arbitron Inc., +1-410-312-8363,
jessica.benbow@arbitron.com

Web Site: http://www.arbitron.com/

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