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Arbitron, comScore Online Together

Arbitron, comScore Online Together

Arbitron is getting further involved in measuring online media.
The research firm will collaborate with comScore Networks to develop Internet measurement services for local media.
“Arbitron will meet with management of local outlets, including radio, TV, cable, newspapers, Internet content providers and advertising agencies to enlist support for these jointly-developed metrics,” the companies said in a statement.
A service called localScore was developed by comScore to measure audiences of local media Web sites in 78 areas representing the majority of the U.S. population. It correlates consumer Web use with offline product and service sales in each market.
“We see the potential for a substantial local advertising market on the Internet, as has long existed in traditional media,” said Russ Fradin of comScore.
Arbitron executive Bill Rose said, “Our intent is to provide advertisers, agencies and sellers of advertising on local media Web sites with information needed to place the appropriate value on available inventory.”