Arbitron and TNS Media Intelligence/CMR signed an agreement to provide TNSMI/CMR's spot TV advertising tracking data to Arbitron's regional and local advertising agency customers. Arbitron's Tapscan software suite now includes Market Analysis, a service that enables agencies the processing of TNSMI/CMR's spot TV ad tracking data. Arbitron is solely authorized to license TNSMI/CMR local TV intelligence to regional and local advertising agency clients. Carol Hanley, senior vice president of sales for Arbitron's advertiser/agency services, says that customers in regional and local markets will be able to track spot TV spending and audience delivery for competing brands, and being able to quickly identify competitive opportunities.
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