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Radio Online: Arbitron Releases ROI Sales Toolbox for PPM Markets

Arbitron has released a ten-piece marketing kit that will help radio station sales execs in PPM markets demonstrate radio's effectiveness at reaching consumers. The ROI Sales Toolbox contains a detailed explanation of the change in the delivery of Gross Rating Points (GRPs) that occurs with the transition to electronic measurement.

Also included are training opportunities and a detailed account from an industry veteran who has successfully made the transition to selling with PPM data. The complete packet is mailing to stations in New York, Middlesex-Somerset-Union, Nassau-Suffolk, Los Angeles, Riverside, Chicago, San Francisco and San Jose.

Arbitron's ten-piece toolbox includes a collection of materials intended for all stations in PPM markets, regardless of format, market or targeted demographic. Among the items in the toolbox:

  • A handy note card provides quick answers to advertisers who challenge the need to adjust their buys to reflect the change in GRPs. Arbitron encourages sales staffs to carry these note cards with them on sales calls or to post the cards near their phones.
  • A detailed explanation of the change in GRPs that comes with the transition to electronic measurement. This brochure is meant to be used as a tool for those who are new to PPM ratings or aren't aware of their implications.
  • SQAD monthly excerpt, or Arbitron's explanation of how to adjust Cost Per Thousand (CPM) estimates in PPM markets based on data from SQAD, an industry standard for media cost forecasting for national TV, spot TV, Hispanic spot TV, spot radio and the Internet.
  • PPM "Learn to Earn" Training for Radio Sellers, a brochure of the available training options for understanding and utilizing PPM data from a sales perspective.
  • A list of several brochures that can be used on visits with agencies. The purpose of the Passport Training Program is to keep clients updated on the newest changes brought by electronic measurement for radio.
  • A guide to understanding and using PPM data that includes a basic run-through of the new concepts and terminology associated with PPM and electronic measurement.
  • PPM Trailblazer -- an industry veteran provides a personal account of the advantages of making the switch to PPM data.
  • 2009 TV and Radio Survey Calendar to provide survey dates for Arbitron and Nielsen Media Research, as well as the scheduled commercialization dates for Arbitron's PPM and Nielsen's LPM. Arbitron encourages stations distribute this calendar to agency clients.
  • "You Can't Spell Radio Without ROI" poster to display in central locations as a reminder about the value radio provides.
  • A brochure that provides data from a study conducted by Coleman, Media Monitors and Arbitron. The study merged minute-by-minute PPM audience data with commercial tracking data, and concluded a massive increase in radio's ability to maintain audience levels during commercial breaks.

"PPM will help upgrade radio's image for accountability among advertisers by delivering reliable, credible and timely data," said Arbitron President/Sales & Marketing Pierre Bouvard. "We wanted to provide radio sales team with a set of tools that drive a message home: radio understands the need for 'Return On Investment' better than any other medium. In fact, you can't spell RADIO without ROI." (09-18-08)

Find the full article at http://news.radio-online.com.