Triton Digital to Add AQH Ratings
Triton Digital is tweaking how it presents its audience
measurement data for online audio.
measurement company is adding Average Quarter-Hour ratings by market to its
monthly online reports, the same metrics typically used when measuring analog
continue to see Average Active Sessions. Triton’s Webcast Metrics’ information
is based on a count of listeners taken from streaming servers.
Triton defines AAS
as Average Active Sessions as the average number of listeners, at any given
time, during the time period. The company derives AAS by dividing the total listening
hours by the number of hours in the reported time period with a session
duration greater than one minute.
The addition of the
AQH figures in the same report with the server information, according to
Triton, will make it easier for advertisers and media buyers to make
apples-to-apples comparisons between online and traditional radio buys and
facilitate more cross-media ad buys.
“We are excited to
see how the ability to provide such a direct comparison will impact
advertisers’ views on the value of streaming,” said Horizon Media SVP/Director
The change also
gives subscribers the flexibility to combine their offline and online audience
into a credible total audience number while maintaining the ability to position
the attributes of either channel independently, notes the company.