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 President Radio Research Consortium Dr. Tom Evans Vice President of Audio Research & Special Projects ESPN Janice Finkel-Greene Executive Vice President and Director of Futures and Technology Magna Global  David Gleason Executive Vice President Programming Support Information Systems Univision Tony Gray President/CEO Gray Communications Jeff Haley President/CEO Radio Advertising Bureau Media Director Lucy Hughes Senior Vice President, Research 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 Carat Shannon Pedersen Senior Local Media Manager Subway/SFAFT Isabella Sanchez SVP, Managing Director Tapestry Amy Vokes Vice President, Research Radio One Gail Warren Associate Media Director Burrell Advertising

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