Arbitron to Introduce Play-by-Play Data

Arbitron Inc. is offering custom research that it says will enhance audience estimates for local radio listening to sporting events. The company will provide sports broadcasters with custom play-by-play listening data of a selected event or series of events.
The customized sports studies will deliver pre-, post- and in-game Average-Quarter-Hour and Cume ratings.
The company says the service would provide better audience research estimates “to quantitatively support advertising for those events.”