Burrell, Arbitron Sign Multi-Year Agreement
According to Arbitron, RADAR (Radio's All Dimension Audience Research) is the national radio ratings service that for over 40 years has been the gold standard of measurement for national radio listening and network radio audiences.
Gail Warren, associate media director and member of the Arbitron agency advisory council at Burrell, said: “With more than 187m listeners age 12 and over each week, network radio provides highly impactful opportunities for advertisers to reach consumers at home and on the go. We use radio as an integral part of our media mix and Arbitron's RADAR estimates will provide us with fresh insights to help make educated and effective decisions for our clients.”
Carol Hanley, chief sales officer and senior vice president at Arbitron, said: “Network radio targets several important socioeconomic groups and RADAR demonstrates to advertisers and broadcasters the value of these audiences. The fact that Network Radio has grown stronger year over year indicates the overall strength of radio as a mass medium with the kind of footprint and reach that is well-suited for results-driven campaigns.”
Will this agreement benefit both the firms?
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