Arbitron, ASI Market Research and Next Century Media announce new interactive media research service; General Motors commits to multi-year contract

Business Wire, March 10, 1995

NEW YORK--(BUSINESS WIRE)--March 10, 1995--Arbitron NewMedia, ASI Market Research and Next Century Media announced today plans to create the Interactive Information Index, a research service for the interactive media which will compile quantitative and qualitative information about consumers and their activities on interactive media.

The Interactive Information Index is designed to measure the "clickstream" of activity from interactive homes so that advertisers can examine summary measures of consumer involvement across interactive venues and service areas. The Index also intends to provide a complete battery of quantitative and qualitative insights on which agencies, advertisers and interactive providers can evaluate their activities on the interactive media.

Phil Guarascio, vice president/general manager of North American Marketing and Advertising, General Motors said in his remarks to today's meeting of the Coalition for Advertiser Supported Information and Entertainment (CASIE), "We think the Interactive Information Index can give us the knowledge base and diagnostic and evaluative criteria we've been looking for which is consistent with CASIE standards. As a result, we have become the first advertiser to commit to supporting their effort... We recommend that advertisers and media firms give it a much closer look because we think it has the potential to be a huge strategic enabler."

The three companies, which have been working together in an informal alliance since the middle of 1994, are designing the service in cooperation with interactive providers, advertising agencies and advertisers. The service will follow the Guidelines of Interactive Advertising and Research currently being developed by CASIE. These guidelines establish standards for research quality and for comparability of information among interactive venues in order to enhance the value of advertiser and agency participation in the interactive media.

The alliance, organized by Next Century Media, an interactive advisory firm, presently includes Arbitron NewMedia and ASI Market Research Inc. The alliance is open to additional media and marketing research companies.

Arbitron NewMedia, a unit of Arbitron Company, was established in 1994 to provide a wide range of survey research, consulting and methodological services to the cable, telecommunications, direct broadcast satellite, on-line and new media industries. The Arbitron Company is a media information firm providing services to broadcasters, advertisers and agencies. The Arbitron Company is a division of Ceridian Corporation.

ASI Market Research Inc. is a leading provider of entertainment and advertising research services. The company has made a major commitment to interactive media research. In 1994, the company created their New Media division and opened the All Media Center in Glendale, Calif., the only research facility of its kind for the study of consumer reaction to interactive media.

Next Century Media is a team of advertising and media research executives committed to maximizing the effectiveness of interactive media worldwide for advertisers, agencies, network operators, content providers and consumers. Next Century Media clients include advertisers and agencies collectively representing over 1.5 billion dollars in annual revenue, plus a large number of network operators.

CONTACT: The Arbitron Company

Thom Mocarsky, 212/887-1314

or

KCSA Public Relations

Jodie Kahn/Camy Vazifdar/Henry P. Feintuch

212/682-6565, Ext. 226/201/212

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