Arbitron vet now consulting PPM subscribers


“Arbitron’s loss is our gain,” said ROI Media Solutions (ROIMS) co-founder Doyle Rose as he announced that Jay Guyther has joined the consulting firm as a partner. Guyther spent 25 years at Arbitron, rising to Sr. VP of Ratings Services by the time he was cut loose in March when Arbitron eliminated 10% of its staff.

In his new role, Guyther will develop custom management plans for radio broadcast groups that will serve as a roadmap for sales, programming, marketing and talent management in the emerging world of electronic, people-meter measurement.

“Few in this industry understand ratings and research methodologies as well as Jay,” said Rose.

“Jay excels at ratings analysis and at turning those insights into business and strategic plans,” added ROIMS partner Mark Shannon O’Neill.

“Over the past three years, we have developed a deep working knowledge of the practical application of PPM for planning, buying and selling radio. Jay not only strengthens that offering with his experience, but Jay can guide us in knowing where to look for answers and asking the right questions,” added O’Neill.

“Those guys jumped in very early on the PPM thing,” Guyther said of his new associates, Rose and O’Neill, both of whom he had known for many years. He told RBR/TVBR that they contacted him after his exit from Arbitron and after talking on and off for many weeks, “it all just seemed to make sense.” In addition to working with station clients, Guyther noted that ROIMS is also doing a lot of work with agencies and advertisers to help them understand the new math of PPM.