Arbitron Debuts Cross-Platform Media Measurement

RADIO ONLINE | , , | :am CT

Arbitron has formed a cross-platform media measurement group, while expanding of its executive management team. The group is meant to bring together product development, as well as sales and product management, Arbitron says this is a "significant step" in leveraging Portable People Meter (PPM) beyond its traditional radio business.

Industry vet Pierre Bouvard is appointed Executive VP/Cross-Platform Services and will head its new cross-platform strategy. Using its PPM technology and domestic and international partnerships, Arbitron plans to "capture an integrated view of the modern consumer media experience -- bridging the measurement gap amongst television, radio, Internet, mobile and placed-based media"

Bouvard's team will develop the cross-platform media measurement strategy, define key offerings and take them to the marketplace.

"Arbitron PPM technology provides a unique method for tracking consumer-level exposure across numerous platforms and media," said Arbitron CEO Michael Skarzynski. "By establishing this group, we believe that we can more effectively operate at the speed and scale required to succeed in this dynamic media marketplace."

Carol Hanley is promoted to Senior VP/Chief Sales Officer. Hanley will focus on sales of Arbitron services to radio, agency and advertiser customers. "Carol has the trust and confidence of our customer base and is a valuable member of the Arbitron team. We are fortunate to have someone of Carol's caliber take the helm of our sales organization," added Skarzynski.

"We believe this cross-platform media measurement initiative is a natural extension of our existing services and will help generate more comprehensive insights into our customers' total audience," concluded Skarzynski. "Arbitron has invested in maintaining its leadership position by delivering high quality media measurement services, and we will continue to strive to obtain Media Rating Council accreditation across our radio markets."