5-10-2012
As more and more listeners turn to devices to listen to audio it's become a priority for the industry to figure out how to accurately measure that audience. Radio needs to be able to show advertisers real numbers if it ever plans to generate revenue from streaming. It's become clear the industry wants consumers to listen online, on their smartphone and on their tablets. Anywhere and everywhere seems to be the cheer you hear from more and more groups as life shifts to digital. After those consumers get pushed away from the radio and into the digital space, there needs to be a consistent and accurate ratings system so advertisers know those ears are still there. Enter Arbitron.
On the conference call yesterday, Arbitron's Bill Rose said Arbitron is actively pursuing online audience measurement. He says the company is working on a solution so broadcasters can combine their online listeners with over-the-air listeners and present those numbers to advertisers. "We believe in the idea of using both PPM audience measurements for the broadcast and over-the-air version as well as server based or log-file measurement, the best measure for the online component. We have been working with a number of our broadcast customers to get their server data; their log file data. We are in the process of building some prototypes."
Rose says Arbitron will likely rollout whatever it develops locally. "We'll share that with our customers who shared their server-based data with us, and then build out towards a national prototype." As far as a date when all of this will happen. "I don't have any specifics beyond that to share with you at this stage."
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