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 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $744 Billion (2006)

Black U.S. Population:
  38.3 million

Top Five Black Cities
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  - Los Angeles
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 - Food $59.2 bil.
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 - Clothing $27.7 bil.
 - Health Care $17.8 bil.

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Arbitron forms task force to define metric to measure radio's affinity with listeners

(Sept. 17, 2009) Arbitron Inc. 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.

The member of the Task Force Leadership Team are:

Gerry Boehme
Executive Vice President
Strategic Planning & Information
Technology Services
Katz Media Group

Paul Bronstein  
Vice President, Research
Westwood One Radio

Joanne Church
Radio Research Consortium

Dr. Tom Evans
Vice President of Audio
Research & Special Projects

Janice Finkel-Greene
Executive Vice President
and Director of Futures
and Technology
Magna Global

 David Gleason
Executive Vice President
Programming Support
Information Systems

Tony Gray
Gray Communications

Jeff Haley
Radio Advertising Bureau
Media Director

Lucy Hughes
Senior Vice President,
CBS Radio


Matt Johnson
Media Director
Belron U/Safelite AutoGlass

Betty Kuphal
Director of Regional Media,
East Region
The Coca-Cola Company

Deon Levingston
Vice Pres./General Manager
Inner City Broadcasting

Brian McElroy
Vice President of Research
Katz Marketing Solutions

Dennis P. McGuire
Vice President Group
Spot Director

Shannon Pedersen
Senior Local Media Manager

Isabella Sanchez
SVP, Managing Director

Amy Vokes
Vice President, Research
Radio One

Gail Warren
Media Director
Burrell Advertising


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