ARB is essential for agency buys

[tcsnrayp]

After sending the following reply post on the Atlanta board concerning a group broadcaster being able to "afford to drop Arbitron"... I had second thoughts.

Am I correct in saying:

"No competitive commercial station (in a major market--Atlanta in this case) with the chance of making money from agency (local, regional and/or national) buys can "afford" to drop Arbitron. You can't use it to sell with if you don't subscribe and most national buys are made strictly by CPP (cost per point) from the ARB."

 

[davideduardo]

After sending the following reply post on the Atlanta board concerning a group broadcaster being able to "afford to drop Arbitron"... I had second thoughts.

Am I correct in saying:

"No competitive commercial station (in a major market--Atlanta in this case) with the chance of making money from agency (local, regional and/or national) buys can "afford" to drop Arbitron. You can't use it to sell with if you don't subscribe and most national buys are made strictly by CPP (cost per point) from the ARB."

That's partially correct. Agencies will be subscribed to Arbitron, and will have all the data needed to calculate the efficiency of a buy.

Stations without ratings will have less of an ability to present daypart and flight options that help a station get the highest rate possible.

So you can sell without ratings, since the agencies will have the numbers. But you have additional tools at your disposal with a ratings subscription.