Initial reaction to the news that Nielsen intends to acquire Arbitron is positive.
Marketron President/CEO Jeff Haley called the transaction “a great endorsement” of radio.
Merging the capabilities of both audience research firms, says the former head of the Radio Advertising Bureau, “moves us faster and closer to the mainstream” and is a “recognition that mobile is where media is going,” Haley told Radio World in an interview.
The Minority Media & Telecommunications Council was also pleased. Readers will recall the group was part of a coalition that called into question whether the Arbitron Portable People meter was undercounting minorities. Under Arbitron President/CEO Bill Kerr, that question was resolved.
This week, MMTC President David Honig called the proposed merger on Nielsen and Arbitron “welcome news” for multicultural entrepreneurs, programmers and audiences.
“Nielsen has unparalleled expertise in accurately measuring multicultural viewership, demographics, and consumer trends such as audience engagement,” according to Honig. “As audio, video and print content transitions to IP, it’s reassuring that the leading audience measurement company has such an outstanding record of accurately and thoroughly measuring multicultural populations across several technologies.”