Tuesday, July 08, 2008

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).

2 comments:

Dave Kohl said...

The better question for ARB is how an advertiser can get this - at any price. As I coincidentally commented on my blog yesterday, the sports teams are gaining the ability to offer more to advertisers and sponsors than "just" the radio stations do with access to this research.

Dave Kohl said...

The better question for ARB is how an advertiser can get this - at any price. As I coincidentally commented on my blog yesterday, the sports teams are gaining the ability to offer more to advertisers and sponsors than "just" the radio stations do with access to this research.