Radio Ad Focus: Media Monitors Touts Audience Response

Media Monitors, a broadcast monitoring and verification service, is incorporating Arbitron's Portable People Meter data into a new product, Audience Response, which correlates audience size and listening patterns to programming on a minute-by-minute basis. Together with an automatic music scheduling service called GSelector, Media Monitors says Audience Response will allow broadcasters to tweak airplay to capture the largest audience possible. It will also determine how often to schedule spots and how long the pods should be.

Bill Rose, Arbitron's senior vice president of marketing, called the Media Monitors product "a truly groundbreaking service that will help radio programmers gain new audience insights because they will be able to hear exactly what was going on the air when the audience numbers move."

The Media Monitors news comes close on the heels of several big industry events highlighting radio's new capabilities in the digital era. At a panel discussion in Los Angeles two weeks ago, the bosses of Clear Channel, Citadel, Emmis and CBS Radio emphasized that electronic measurement through Arbitron's PPM would make radio ratings just as transparent as Web-based media.

They also pointed to the rollout of HD digital radio and the growth of Internet radio--soon to be measured by PPM as well--as an interactive advertising platform.

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