So, "Sports franchises are a new Arbitron customer base"?

Frank Saxe at Inside Radio reports the Super Bowl champion New York Giants will get custom pre-, post- and in-game listening reports of its play-by-play coverage on CBS Radio flagship WFAN, New York as part of a deal between the NFL team and Arbitron.

Giants spokesman Mike Stevens says “PPM data will provide us with game-by-game insights that we were never able to see before.” One motivating factor to sign a PPM deal for the Giants — it owns the inventory in its game day coverage. Stevens says “We can now deliver valuable insight about our audience base and demonstrate to advertisers that sports radio is a unique format for reaching one of their most valued demographics.”

Preliminary New York PPM data from last fall showed WFAN’s average game-day cume among Men 25-54 (194,600) was even higher than its typical morning drive cume (188,000). Arbitron’s Giants deal follows a similar agreement struck with Major League Baseball’s Philadelphia Phillies in January.

Hmmm. Do you suppose they're paying the agency rate for the data? Or, the 60% increase over current diary rates radio stations are paying??

...Just askin,' (since I keep wondering if radio clients are helping Arbitron extend its business into non-traditional media, and you can't blame ARB for trying to do that but hopefully they're constantly assurring current clients what's in all this new business for them).