Arbitron Moves Towards Paid 'Net Radio Measurement

Arbitron Moves Towards Paid 'Net Radio Measurement
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Arbitron Inc. says it's enhancing its Internet Broadcast Ratings service featuring MeasureCast technology to facilitate the buying and selling of audio and video advertising on Internet radio. The expanded service will include sales training tools for Internet broadcast sales organizations and the publication of traditional broadcast-style audience metrics.
These initiatives are part of Arbitron's transition to a subscription-only Internet broadcast audience ratings system. Starting in March, Arbitron Internet Broadcast Services will be available exclusively to those who pay for the data.
Arbitron's 'Net radio measurement service is designed to support a sales model patterned after traditional broadcast networks. The publication of traditional metrics such as Average Quarter Hour audience and unique users, or Cume, is designed to allow advertisers to integrate Internet radio into their media planning process.
"To the consumer radio is radio, whether it comes out of their stereo or the computer on their desk," says Bill Rose, vice president/general manager of Arbitron Internet Broadcast Services. "Therefore, it's important for buyers and sellers to strip away the technical details of how the programming is delivered and focus on the value of the audience delivered."

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