Clear Channel Radio Announces Rating-System RFP Finalists.

Clear Channel Radio announced seven finalists for its Request for Proposals to create a state-of-the-art radio ratings system. The company also announced the initial members of an evaluation team, comprising a cross-section of members of the radio industry and advertising community, including media buyers and advertisers.

“As an industry, we are one step closer to more accurately and credibly measuring radio’s true performance and value to advertisers,” said John Hogan, CEO of Clear Channel Radio. “Our goal is to move quickly to evaluate and determine next steps in identifying a measurement system that best serves everyone’s needs.”

Clear Channel Radio issued its RFP in June of this year. The company received 34 submissions.

“As we began this process it was clear that accurate, reliable, and immediate audience measurement is an industry issue and the industry is responding to this opportunity,” added Hogan. “The initial members of the evaluation team represent some of the best minds in radio and advertising – they will help ensure the options are thoroughly evaluated with the interests of advertisers, agencies, and operators considered.”

* Seven Proposals Will Be Evaluated

Seven proposals have been selected to be evaluated. The submitting companies are, in alphabetical order, Arbitron, Integrated Media Measurement, MediaAudit/Ipsos, Mediamark Research, Paladin Adsolutions, RadioStat and Simmons.

“Each of the final proposals selected share common characteristics,” said Jess Hanson, Senior Vice President of Research for Clear Channel Radio. “The potential to provide information that is more accurate and timely than the current diary system, as well as the ability to gather radio listening data in a more ‘real life’ setting than a recall based methodology can. All finalists share the capability for multi-media measurement.”

No further information will be disclosed about the submissions as the evaluation team reviews the proposals over the next 45 days. The company is targeting March 3rd for selection of a final measurement method, with a live test period planned to begin in the Spring. Implementation is expected in 2006.

*Evaluation Team

A cross-section of radio companies, media buyers, advertisers and industry professionals have been named to the RFP evaluation team. Radio companies participating are: ABC, Bonneville, CBS Radio, Clear Channel Radio, Cox Radio, Emmis, Entercom, Greater Media, Journal, Regent and Susquehanna. Media buyers include: CIA Media:Edge, Initiative, Mediacom and MPG. Representing advertisers is Ford Motor Company.

“With this many prominent members of the industry on board, we are moving quickly,” added Hanson.