Printer Friendly

ARBITRON ENTERS NETWORK TELEVISION RATINGS BUSINESS WITH SCANAMERICA; CBS, BRISTOL-MYERS/SQUIBB AND YOUNG & RUBICAM SIGN AS CHARTER SUBSCRIBER

ARBITRON ENTERS NETWORK TELEVISION RATINGS BUSINESS WITH SCANAMERICA; CBS, BRISTOL-MYERS/SQUIBB AND YOUNG & RUBICAM SIGN AS CHARTER SUBSCRIBER
 NEW YORK, Nov. 4 /PRNewswire/ -- The Arbitron Company introduces ScanAmerica, the network television ratings service that measures who is watching network programs and the products the viewers buy.
 ScanAmerica uses new technology which combines people meters with in-home UPC scanners in a single, representative and projectable sample.
 ScanAmerica will compete for business with the only other network ratings service, A.C. Nielsen. "We are confident we can succeed where other companies have failed," says Ken Wollenberg, executive vice president, Sales & Marketing. "We have a better people meter.
 ScanAmerica's patented on-screen prompts motivate people to respond. We bring a new and powerful measure of TV's value which no other company provides: BuyerGraphics. And finally, we know our network and advertiser clients; they've been our customers for local television ratings and commercial monitoring information for years."
 ScanAmerica is banking its success on offering network, advertiser and agency clients something different than just the traditional network television ratings service: BuyerGraphics, a measure of the television audience based on products purchased.
 "The conventional measure of a network's audience -- the age and sex demographic rating -- just doesn't stand up to the complexities of today's marketplace. ScanAmerica is the only service that offers a new measure -- BuyerGraphics -- the network television audience defined by the products and services it buys," says Wollenberg.
 ScanAmerica allows network television to define its audience in terms of a precise marketing target -- people who watch the program and buy the advertiser's or its competitor's product. "As a medium refines its ability to deliver more precisely targeted audiences, it becomes more valuable to advertisers," says Wollenberg.
 ScanAmerica develops a measure of the television audience's purchasing behavior directly from a single representative and projectable sample of households. It is the only single source service that produces television ratings rigorous enough to be used in the network television buying process.
 "The Arbitron Company is committed to be the best full service media and marketing information firm serving customers involved in broadcast advertising. The introduction of our network television ratings service adds one more service that will help the industry understand the marketing environment. ScanAmerica helps advertisers better target their consumers on network television and helps networks demonstrate added value of their commercial time,s says Wollenberg. "ScanAmerica opens the door to measuring the effect of advertising on sales -- the only measure that really matters."
 The Arbitron Company is part of the Information Services business of Control Data. Control Data Corporation applies technology to meet customers' specialized computing and information management needs. The company consists of three primary businesses: Computer Products, Information Services, and Government Systems.
 ScanAmerica and BuyerGraphics are registered trademarks of the Arbitron Company.
 -0- 11/4/91
 /CONTACT: Thom Mocarsky of Arbitron, 212-887-1314/ CO: The Arbitron Company ST: New York IN: CPR SU: DS -- MN007 -- 0722 11/04/91 12:12 EST
COPYRIGHT 1991 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Nov 4, 1991
Words:487
Previous Article:JEFFERSON-PILOT CORPORATION DECLARES DIVIDENDS
Next Article:COMMUNICATIONS SYSTEMS, INC., ANNOUNCES THIRD QUARTER RESULTS
Topics:


Related Articles
CBS SIGNS FOR ARBITRON SCANAMERICA NETWORK RATINGS SERVICE
ARBITRON TO DISCONTINUE SCANAMERICA NETWORK RATINGS SERVICE
BRISTOL-MYERS SQUIBB ISSUES STATEMENT ON TAXOL
PHYTON CATALYTIC AND BRISTOL-MYERS SQUIBB EXPAND ON PRODUCTION OF PACLITAXEL (TAXOL(R)) FROM PLANT CELL CULTURES
ENZON GRANTS BRISTOL-MYERS SQUIBB LICENSE FOR SCA(R) PROTEIN TECHNOLOGY
BRISTOL-MYERS SQUIBB TO ACQUIRE MATRIX ESSENTIALS, INC.; COMPANY IS A LEADING MAKER OF PROFESSIONAL HAIR CARE/BEAUTY PRODUCTS
BRISTOL-MYERS SQUIBB ANNOUNCES SALE
BRISTOL-MYERS SQUIBB TO ACQUIRE CALGON VESTAL LABORATORIES FROM MERCK
Bristol-Myers Squibb to Acquire Oncology Therapeutics Network; Leading U.S. Distributor of Products and Services to Office-Based Oncologists
Bristol-Myers Squibb Licenses Genome Therapeutics' Database; DNA Sequence Database May Help Discover New Drugs Against Infectious Disease

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters