Arbitron Unveils Cross-Platform Promotion ROI Tool For Broadcast And Cable TV Programmers
COLUMBIA, Md., July 11, 2012 /PRNewswire/ -- Arbitron Inc. (NYSE: ARB) today unveiled the Promo OptimiXer service, a single-source, cross-platform ratings tool designed to help broadcast and cable networks evaluate the return on investment that radio and television 'tune-in' campaigns deliver in terms of audience ratings to the programs being promoted.
Discovery Communications has already used the Promo OptimiXer service to gauge the impact of their multi-week, radio and television ad campaign for the April 2012 season premiere of Deadliest Catch, which airs Tuesday nights on Discovery at 9PM e/p followed by After the Catch at 10pm e/p.
Discovery's Deadliest Catch chronicles the real-life adventures of the crews on five crabbing boats during Alaskan king crab fishing seasons in the Bering Sea. The program returned on April 10th with a season eight premiere that also marked the 100th episode of the Emmy-winning series."While campaign tracking is often done for TV promotions, our new Promo OptimiXer service uses the unique ability of the Arbitron Portable People Meter ™ (PPM ®) service to track exposure to radio as well as television campaigns among a single, representative sample," said Carol Edwards, senior vice president, Cross Platform Services, Arbitron Inc. "Radio tune-ins have always been a favored tool among TV programming and promotion executives. The Promo OptimiXer service can now show programmers how consumers who are exposed to promotion campaigns on radio as well as on television ultimately tune in to the program being promoted." Said Jason Hyde, Vice President of Research at the Discovery Channel: "Using cutting-edge research techniques such as this Arbitron cross-platform program promotions tool is truly a hallmark of the Discovery Channel. It allows us to stay one step ahead of our competitors and measure the true ROI of our marketing campaigns." About the Promo OptimiXer service Based on the viewing and listening behavior of the approximately 69,000 Portable People Meter panelists in 44 top U.S. media markets currently measured by the Arbitron PPM service, the Promo OptimiXer service provides key evaluation metrics of program episode reach, program promotion reach, conversion percent, program promotion impressions and projected audience reached by program and promotion. It also answers key questions about the promotion effectiveness, including:
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