Arbitron Continues to Refine Cross-Platform Measurement
Arbitron is in the
process of collecting streaming data from its clients — over-the-air stations
that also stream their station’s signal.
Once the audience
research firm has enough streaming data to work with, they’ll be able to make
decisions about combining Web listening with radio PPM and diary data.
Both stations and
advertisers want cross-platform measurement in order to measure and reach all
listeners using all devices.
“It’s all about
audio consumption, not just radio versus digital,” said Arbitron SVP Digital
Media & Analytics Paul Krasinski. He told attendees at the Arbitron Client
Conference in Baltimore that 89% of those who listen online also listen to
ESPN had Arbitron
create custom measurement of all listening and viewing on all platforms last
year. Glenn Enoch, vice president of Integrated Research for ESPN, said his
company wanted to know how many people listen and view ESPN, how often they do
so and for how long. The goal is to show advertisers how their ads can be more
effective to multi-platform consumers.
— Leslie Stimson