Arbitron sets multi-platform strategy


Looking to grow its non-radio business, Arbitron announced the formation of a cross-platform media measurement group and what it called “the complementary expansion of its executive management team.” By establishing this group, which brings together product development, sales and product management, Arbitron said it is taking a significant step in leveraging its Portable People Meter (PPM) technologies beyond its traditional radio business.

You can now call Pierre Bouvard “Mr. Multi-Media.” He’s been charged with driving Arbitron’s cross-platform strategy as Executive Vice President, Cross-Platform Services. By leveraging PPM technology and domestic and international partnerships, Arbitron plans to capture an integrated view of the modern consumer media experience – bridging the measurement gap amongst television, radio, Internet, mobile and placed-based media. Bouvard’s team will be responsible for developing the cross-platform media measurement strategy, defining key offerings and taking them to the marketplace.

“Arbitron PPM technology provides a unique method for tracking consumer-level exposure across numerous platforms and media. By establishing this group, we believe that we can more effectively operate at the speed and scale required to succeed in this dynamic media marketplace,” said Arbitron CEO Michael Skarzynski.  “

Carol Hanley has been promoted to Senior Vice President and Chief Sales Officer, reporting to Skarzynski. As a member of the executive team, Hanley will focus on sales of Arbitron services to radio, agency and advertiser customers.

RBR-TVBR observation: The barriers are being knocked down and the battle is on. Nielsen got into Arbitron’s radio business, Arbitron is going after some of Nielsen’s TV territory – and both are after new media to measure. Who will emerge the victor? Place your bets.