Arbitron, GfK and Media Monitors in Radio Data Deal

Arbitron is combining its PPM Radio Ratings data with Media Monitors' commercial airplay data, to provide advertisers with radio audience estimates for the specific times their spots run. The resulting 'model-ready' ratings data is now available via GfK MRI's 'Granularity' modeling portal.

Arbitron says the move, which links PPM data to commercial occurrence data from Media Monitors for the specific date, quarter-hour, and station on which each commercial ran, will improve the statistical reliability of marketing mix models and provide advertisers with a better understanding of radio's ability to drive marketing ROI.

Carol Hanley (pictured), Arbitron's EVP, Chief Sales and Marketing Officer, explains: 'Arbitron's partnership with GfK MRI and Media Monitors will provide modelers and advertisers with a better understanding of radio's crucial role in the overall advertising mix. By placing Arbitron's more granular PPM data in GfK MRI's Granularity customer modeling portal, we hope to demonstrate that radio's significant contribution to the overall ROI of a marketing campaign is much higher than previously thought.'

Web sites: www.arbitron.com , www.mediamonitors.com and www.gfkmri.com .