Arbitron Inc. announced that, beginning September 2001, it will conduct syndicated radio audience measurement services for Mexico City broadcasters, advertisers and agencies.
The Mexico City radio ratings service will be the first syndicated radio measurement conducted by Arbitron outside the United States.
Broadcasters that have signed long-term commitments include Grupo ACIR, Imagen Telecomunicaciones, MVS Radio, Nucleo Radio Mil, and Organizacion Radio Formula. These broadcasters operate 23 stations in Mexico City and the Valley of Mexico. Advertising agencies and media buying services that have signed contracts or letters of intent include BBDO - OMD, Control Media, FCB Worldwide, Initiative Media, Leo Burnett - Starcom, McCann Universal, Media Planning Mexico, and Mindshare. These agencies account for more than two-thirds of radio ad spending in the Mexico City radio market.
"We are honored that Mexico City broadcasters and agencies have invited Arbitron to create a new standard for radio audience measurement in their booming media marketplace," said Steve Morris, president and chief executive officer, Arbitron Inc. "We have worked hard to demonstrate the value of our diary-based ratings service; the integrity and objectivity of our people and processes as well as the advantages of the Arbitron name as a provider of ratings information to the sellers and buyers of radio advertising.
"Our expansion into Mexico City continues the steady growth in our core radio audience business that we have sustained over the years. While the consolidation in the U.S. radio industry has slowed, we continue to identify new ways to utilize our core competencies and infrastructure," he concluded.
Mr. Eugenio Bernal Macouzet, President of the Broadcaster Association of the Valley of Mexico noted, "The wealth of information that Arbitron will provide, along with its organization and presentation, will make the Arbitron radio ratings service an irreplaceable tool for Mexico City radio broadcasters and advertisers."