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Radio Ink: Arbitron Releases Toolbox For PPM Markets

NEW YORK -- September 18, 2008: Arbitron has released the 10-piece "ROI Sales Toolbox" marketing kit for radio sales executives in Portable People Markets that's designed to help demonstrate radio's effectiveness at reaching consumers.

The toolbox explains the change in delivery of gross ratings points that comes with the change to hte PPM, training opportunities, and a detailed account from an industry vet who has made the move to selling with PPM data. The packet is on its way to sellers in New York, Middlesex-Somerset-Union, Nassau-Suffolk, Los Angeles, Riverside, Chicago, San Francisco, and San Jose.

"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 teams with a set of tools that drive a message home: Radio understands the need for return on investment etter than any other medium. In fact, you can't spell radio without roi."

The kit includes a note card with quick answers for advertisers who question the need to adjust buys to reflect the change in GRPs; a detailed explanation of that change; an explanation of how to adjust CPM estimates in PPM market based on SQAD data; and a brochure from Coleman, Media Monitors, and Arbitron titled "Radio Retains 92 Percent of Its Audience During Commercials."

Find the full article at http://www.radioink.com.