Electronic Measurement Evaluation Team Asks Vendors for More Specifics

In closed-door meetings late last month, the Clear Channel cross-industry evaluation team shared the specific things that each of the three vendors still in contention to provide a next-generation electronic ratings systems must do to meet the 24-member team’s requirements. That list included specifics on devices, accountability, timely reporting and costs. The team also made it clear that radio is supportive of electronic measurement and ready to move at the earliest opportunity, based on vendors’ ability to meet the industry’s needs.

“We are fully committed to electronic measurement and encouraged by the proposals we’ve seen, but we are not willing to settle for an inferior solution. The ball is now in these vendors’ courts to produce an accurate system that can roll out quickly across major markets and be affordable to advertisers, agencies and broadcasters ,” said Jess Hanson, who heads the evaluation team and is senior vice president of research for Clear Channel Radio. “We spoke frankly and openly about speed to market, the individual devices, accountability, reporting, and costs/return on investment.

Arbitron, one of the three finalists, announced earlier this week that it would answer Clear Channel’s questions with a 250-page report.

The 24-company evaluation team, which includes radio companies, media buyers and advertisers, has conducted a review over the past four months of the RFP responses.

Radio companies represented on the team are ABC, Bonneville, CBS Radio, Clear Channel Radio, Cox Radio, Cumulus, Emmis, Entercom, Entravision, Greater Media, Journal, Radio One, Regent and Susquehanna. Media buyers include CIA Media:Edge, Initiative, Mediacom and MPG. Representing advertisers is Ford Motor Company.