Keep the Right Radio Stations on the Buy for Beer Advertisers and Marketers.

Arbitron Inc. unveiled the Arbitron 21 plus AQH Audience Composition Report at the National Association of Broadcasters convention in Dallas, TX. This new Web-based audience information service provides advertisers, agencies and radio stations with ratings information that clearly defines whether the audience to a particular radio station meets the beer industry’s guidelines for advertising.

The Beer Institute has established guidelines to limit beer advertising on radio to stations and dayparts on which 70 percent or more of the audience is 21 years of age and older. The Web-based system profiles the age 21 plus average quarter hour audience composition of individual stations for standard dayparts, as well as hour-by-hour.

Data for the 21 plus AQH Audience Composition Report will release at the same time as Arbitron respondent-level data. This will provide beer marketers with the most up to date information as it releases to help ensure compliance with the 70 percent standard, and enable them to make appropriate schedule adjustments.

“Appropriate media placement is something we take very seriously. This new tool will help us continue to direct our marketing messages to those people we want to reach: adults 21 and older who choose to drink,” said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch, Inc., St. Louis. “As a responsible marketer and an Arbitron subscriber, we appreciate the development of new technology that will further enhance our media placement capabilities and ensure we direct our advertising to those adult consumers who can legally purchase our products.”

“The 21 plus AQH Audience Composition Report will give beer companies and agencies alike greater confidence that the data they are using to plan and buy age appropriate advertising adheres to the Beer Institute Guidelines,” said Jim Tobolski, vice president, Advertiser/ Agency Services. “This new tool provides metrics to demonstrate compliance and accountability against those guidelines. With this new tool, stations will also be able to evaluate potential opportunities previously unexplored.”

Arbitron is providing this service at no additional charge to its current subscribers.