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More Advertisers Buying Radio, Thanks to PPM, Says Arbitron

Advertisers who used to avoid radio are now buying time in the medium due in part to the data now available via Arbitron’s PPM. That, at least, is what Arbitron’s senior vp for U.S. sales, Carol Hanley, says.

She points to anecdotal evidence: “I recently met with the president and CEO of an audit company that measures $4 billion in annual spending with 65 advertisers,” she said at a meeting with programming consultants at an Arbitron office (via Radio Ink). “Eighteen months ago, three did radio. Now, one-third of them are doing radio, and electronic measurement is part of the reason.”

She says that both Wachovia and the University of Phoenix are spending money in Philadelphia, which is the market in which the PPM first went live.