Columbia, MD - Sep 17, 2009 - Arbitron has formed a task force of radio and advertising leaders to develop an ongoing measure of affinity. The effort is designed to reflect the advertising value of the unique relationship listeners have with their stations. The mission of this leadership team is to design a relevant, timely and accessible metric that captures audience involvement and has a lasting, balanced impact on radio planning and buying.

Following the Sept. 15, 2009, kick-off meeting, the group is moving to articulate the parameters that will help define, architect and introduce this significant metric across the industry as soon as possible.

Arbitron retained Sequent Partners to oversee, guide the development of the metrics and facilitate the process and is providing resources to fund and implement the process.

The members of the task force leadership team are:

Sequent Partners was formed in 2003 as a specialized brand and media metrics consultancy.