Beginning this September, Arbitron will measure the radio audience for Mexico City broadcasters, advertisers and agencies.
Broadcasters that have signed long-term commitments include Grupo ACIR, Imagen Telecomunicaciones, MVS Radio, Nucleo Radio Mil and Organizacion Radio Formula. These broadcasters operate 23 stations in Mexico City and the Valley of Mexico.
Advertising agencies and media buying services that have signed on include BBDO — OMD, Control Media, FCB Worldwide, Initiative Media, Leo Burnett — Starcom, McCann Universal, Media Planning Mexico and Mindshare. The total number of agencies account for over two-thirds of radio ad spending in the Mexico City market.