Arbitron statement: Cumulus Media Small Market RFP
Arbitron Inc . (NYSE: ARB) today released the following statement about the outcome of the Cumulus Media RFP for radio audience measurement in small markets. “Once a year measurement is a step backward,” said Steve Morris , president, chairman and chief executive officer , Arbitron Inc. “Advertisers have told us that radio markets need more than a once-a-year survey in order for stations to maintain accountability and recapture revenue from out-of-home, Internet and online media,” Morris added.
“We are committed to continuously improving our services for the benefit of the radio industry in markets of all sizes and we have already initiated an aggressive program of enhancements to our diary service,” Morris said.Arbitron has previously announced a program of enhancements designed to make the diary service more useful to broadcasters, agencies, and advertisers in markets of all sizes. Arbitron’s plans include:
• Adding cell-phone-only households to the survey sample in 50 diary markets beginning with the Spring 2009 survey and expand ing to 125 markets in Fall 2009;
• Enhancing 18-34 participation by redirecting cash incentives from older to young respondents;
• Enhancing the qualitative and consumer questions in the back of the diary; and
• Accelerating the development and deployment of electronic and online alternatives to the paper and pencil diary for all markets.
