Adrian J Cotterill, Editor-in-Chief
CBS Outernet, a division of CBS Outdoor, announced a few weeks back that it had signed a multi-year agreement with Arbitron Inc. (NYSE: ARB) to deliver audience estimates for its GameStop TV network.
This new service will provide CBS Outernet with monthly audience estimates for the GameStop TV network among viewers aged 6 and older, and demonstrate the reach and frequency of its network to advertisers. The GameStop TV network is nationally deployed in over 4,300 GameStop locations in the U.S.
“GameStop TV delivers a huge male 12-34 demographic by targeting a real point of passion,” said Jesse London, Vice President, CBS Outernet. “This new Arbitron agreement will provide our advertisers with monthly audience data in real time and make our audience metrics more timely and accurate.”
Starting with July, Arbitron will release monthly audience estimates for the GameStop TV network at the conclusion of each month. The methodology used to produce this service will include on-site customer surveys and behavioral observations modeled with up-to-date transaction data provided by GameStop.
The estimates will be reported by standard broadcast gender and age demographic groups, and will be Digital Place-Based Advertising Association (DPAA) compliant. The integration of custom surveys with chain wide transaction data provides GameStop with some of the most reliable audience metrics in the marketplace.
“With a number of digital out-of-home research projects planned in 2012, Arbitron is committed to providing ongoing, standardized metrics to support the growth of the place-based media industry,” said Neal Bonner, Director New Service Development, Arbitron Inc.
“Advertisers expect quantifiable estimates to have confidence in placing their media buys. With the plethora of media options and platforms to consume this content, it has been increasingly more challenging to reach the American consumer. Capturing exposure to advertising in retail environments with demographically targeted audiences can provide advertisers and media buyers a more direct way of reaching these consumers.”
August 2nd, 2012 at 20:06 @879
Cost savings for GameStop. Nice win for Arbitron. SSDD for the sector.
The final 7 “US networks that matter” need to stop with these self-funded (and thus self-indulgent) solo studies, suck it up, and buy into a unified standard and a common metrics report.
Or not. But it’s a barely-in-the-9-digits pie until there’s some hard walk to the years of duplicitous talk.
Tick tock.