It will help advertisers gain better insights in to radio’s ROI: Arbitron is partnering with GfK MRI and Media Monitors to boost radio’s presence in marketing mix models. Arbitron’s PPM radio ratings data is now available in GfK MRI’s Granularity portal currently used by modelers.
German-based GfK MRI provides a detailed view of American consumers–who they are, what they buy, how they think, and the best ways to reach them. They provide magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.
When conducting its national Survey of the American Consumer, GfK interviews approximately 26,000 U.S. adults in their homes each year.
In this deal, Arbitron has reached an agreement with Media Monitors to link PPM radio ratings with Media Monitors commercial air-play data to enable advertisers to receive Arbitron’s radio audience estimates for the specific times their spots run.
The data is based on PPM radio ratings which is linked to commercial occurrence data from Media Monitors for the specific date, quarter-hour, and station on which each commercial ran. Making PPM ratings available in the same location will make it easier, more efficient, less labor intensive and less error prone for modelers to access the radio data they need to gauge radio’s contribution to sales. Agencies can easily validate a client’s advertising activity and submit modeling specifications to modelers, making radio easier to buy.
“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 and increased confidence in the medium,” said Carol Hanley, EVP, Chief Sales and Marketing Officer, Arbitron. “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 return on investment of a marketing campaign is much higher than previously thought, thus generating more mindshare for the medium among advertisers.”
“The expansion of the Granularity system to include Arbitron’s radio ratings demonstrates GfK MRI’s strategic commitment to establishing much-needed standards to ensure that all media are judged fairly in today’s ROI calculations,” said Andrew Arthur, SVP, Market Solutions, GfK MRI. “We hope that our partnership with Arbitron will not only further that cause, but also reduce the time and effort required for our agency clients to produce the necessary inputs for marketing mix models.”