Arbitron Forms Task Force to Determine Radio Affinity


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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:

Gerry BoehmeExecutive Vice President Strategic Planning & Information Technology ServicesKatz Media Group
Matt JohnsonMedia DirectorBelron U/Safelite Auto Glass
Betty KuphalDirector of Regional Media, East RegionCoca-Cola
Paul BronsteinVice President, ResearchWestwood One Radio
Deon LevingstonVice President/General ManagerInner City Broadcasting
Joanne ChurchPresidentRadio Research Consortium
Brian McElroyVice President of ResearchKatz Marketing Solutions
Tom EvansVice President of Audio Research & Special ProjectsESPN
Dennis P. McGuireVice President Group Spot DirectorCarat
Janice Finkel-GreeneExecutive Vice President and Director of Futures and TechnologyMagna Global
Shannon PedersenSenior Local Media ManagerSubway/SFAFT
David GleasonExecutive Vice President, Programming Support Information SystemsUnivision
Isabella SanchezSVP, Managing DirectorTapestry
Tony GrayPresident/CEOGray Communications
Amy VokesVice President, ResearchRadio One
Jeff HaleyPresident/CEORadio Advertising Bureau
Gail Warren AssociateMedia DirectorBurrell Advertising
Lucy HughesSenior Vice President, ResearchCBS Radio

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




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