Michaels Pleased With New Arbitron Product

Michaels Pleased With New Arbitron Product
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Clear Channel Radio CEO Randy Michaels says the agreement reached between Arbitron and Clear Channel will benefit the whole industry because Arbitron has committed to developing a new product to match ratings data with advertiser’s trade areas.
Measuring radio post-consolidation is different as companies now have 2 to 8 stations in a market and may have a presence in wide, unmeasured markets, he said.
“Advertising agencies, advertisers and our own sales reps. need a clear picture of a radio station’s reach based on the realities of diaries — not on some pre-defined (Arbitron) metro,” said Michaeals.
The new program will show total station reach and allow companies with a small market presence to combine stations in a number of geographically related markets and sell them as a package.