Arbitron, Essay Example

Discipline in media sector is becoming of paramount nowadays. There is a reason to look at some aspects where the issue of discipline needs to be addressed very quickly. In a recent case, a gang of main players like Procter & Gamble, Walt Disney, WPP, Time Warner among others got together to create an Innovative Media Measurement Coalition. This coalition is designed to create measurement that would compare the performances of the advertisements in all different channels across the media.

Arbitron is a sole source of the radio measurement data in the United States. It provides information services in media and marketing, its services include measurement of radio audience, providing the software’s that are used in analyzing and accessing media audiences, and measuring the composition and size of the audience of radio programs, as well as looking at the issues of discipline to radio stations. Arbitron is in a spectacular monopoly position. In trying to put across some discipline, ARB is absolutely critical to the broadcasters of the radio who use the data so as to sell their airtime to the advertisers in order to demonstrate how effective there are and even their penetration. ARB on the other hand goes ahead in selling its data to agencies and advertisers so as to help them when making decision on which media to select. ARB is putting all the efforts it can to ensure there is Discipline in the media sector. ARB is ensuring that the radio stations will not sell their air time so as to demonstrate or show that there are effective. There are also those which use much of their air time so as to be able to penetrate this media market. This is one of the areas that ARB is currently focusing on; it is putting across discipline measures so as to reduce those incidences from occurring.

Advertising companies are getting together in trying to curb some of these incidences. There are forming coalitions so as to be able to focus at some of these areas that need discipline.