After 15 Months, Arbitron Nixes Internet Streaming Ratings

Citing insufficient revenue potential, Arbitron will no longer issue weekly and monthly ratings for online streaming services.
It had licensed the MeasureCast name and technology from that company in late 2002. Measurecast was founded in 1999 at the height of the dot-com boom. It sought to market audience measurement services for online broadcasters and advertisers. Arbitron subsequently came out with online measurements of its own, and the two had been chasing the same business until Arbitron took it over.
Now Arbitron said it will revamp the offerings of its Internet Broadcast Services division. The change takes effect March 28. It plans a revised service for Internet broadcasters “designed to be better aligned with the needs of the market.”
President of Arbitron New Ventures Pierre Bouvard said in a statement: “We remain committed to the Internet broadcast business and continue to believe in the viability of this medium and its long-term market potential. However, the investment needed to sustain the current method would have been far greater than the revenue potential for the service.”