Arbitron has released more details and viewpoints from the inaugural meeting of its Advertiser / Agency Advisory Council (11/14/05 RBR #222), along with an updated list of attendees (the first list supplied was inaccurate).

"The one message that we all wanted to send Arbitron is this: bring electronic measurement to radio and do so more quickly and more broadly than you are proposing," said Kathy Crawford, president, Local Broadcast, Mindshare. "Advertisers are demanding greater accountability from all the ad-supported media."

For the second day of the council, Arbitron invited nearly a dozen execs from CC Radio, Infinity Broadcasting, ABC Radio, Bonneville Radio, Emmis, Interep, Katz Media Group, Greater Media, Entercom, the RAB and others.

"We are ready to work with radio broadcasters on the transition to PPM electronic measurement," said Sue Johenning, EVP/director of Local Broadcast, Initiative Media. "We have a wealth of experience based on the television measurement transitions in national and local markets that we've all successfully managed. When you go from diaries to meters, lower ratings do not necessarily mean fewer ad dollars. Advertisers are willing to make the necessary adjustments in their ratings goals and their ad budgets when audience ratings are based on improved methodologies."

"We established this council as an important source of input to help us shape our services," said Owen Charlebois, president, U.S. Media Services. "As we work to deploy the Portable People Meter to meet the evolving needs of the media and marketing industry, we will use this forum as a resource for making a smooth transition to electronic measurement for buyers and sellers."

The agency and advertising execs who attended inaugural meeting of the council included: