Arbitron, now known as Nielsen Audio, is a consumer research company specifically focusing on analyzing radio audiences and their behaviors. It provides detailed data on listenership which helps businesses target their advertisements and content to appropriate market segments.
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Market Segmentation: The process of dividing a broad consumer or business market into sub-groups of consumers based on some type of shared characteristics.
Target Audience: A specific group of consumers identified as the recipients of a particular marketing message because they are perceived as most likely to purchase the product or service.
Demographics: Statistical data relating to the population and particular groups within it, often used in market segmentation to identify target markets