A radio industry project to get more granular and timely data into advertisers’ media-mix models might become a reality by year’s end.
The project—announced last December by Arbitron, Dial-Global, Premiere Radio Networks and Westwood One—was created to better represent the medium as one that would deliver a return on investment. The project is being shepherded by Sequent Partners.
Historically, radio has eked out just 5 percent of ads in mix models because of less frequent data, no actual delivery data and lack of commercial clearances.
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