Thursday, October 25, 2012

ESPN, Arbitron Look To Turn Up Radio Volume

ESPN and Arbitron plan to work together to build more interest in the radio medium, which Arbitron COO Sean Creamer referred to as a “consciousness raising” effort Wednesday. “It’s in our interest and in radio’s interest for us to validate the medium on par with television, Internet, smartphones and tablets in a highly visible cross-platform effort,” he said on an investor call.

Often forgotten amid its bevy of properties, ESPN runs a national radio network and owns several large-market stations, while radio measurement remains Arbitron’s principal business.

According to a story by David Goetz at, Arbitron and comScore are working with ESPN on a cross-platform measurement project to develop a way to track consumption across four screens plus radio.

“This will be the first time that radio is being placed on equal footing with television, Internet and mobile in such a significant cross-platform initiative,” Creamer said. “This project underscores radio’s importance and relevance in a cross-platform world.”

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