Arbitron To Measure Radio Streaming, Regain MRC Accreditation
Arbitron COO Sean Creamer said Tuesday that the company has developed a “high-level framework” for its product measuring digital radio streaming, although getting the industry to accept it remains a challenge.
“Navigating the rapidly evolving digital marketplace requires an appreciation and focus on the interests of our existing radio clients and an understanding of the emerging role of the so-called pure-play providers,” Creamer said on an earnings call. “This has not been without its complexities. We will continue to listen to the marketplace and look for ways to reconcile what are potentially conflicting points of view.”
Arbitron has a deal with AdsWizz to help gather the streaming radio data as it seeks to sign clients.
Arbitron recently received word that the Media Rating Council had revoked accreditation for its portable people meters (PPMs) in five markets, and Creamer said the company will work to regain it. Nine PPM markets continue to be accredited, while 39 now are not.
“It was disappointing to lose the accreditation,” Creamer said. He says the company will do what it can to "achieve accreditation in the markets we don’t have and now achieve accreditation in the ones that we’ve lost.”
Separately, Creamer said ESPN’s deal to use an Arbitron cross-platform measurement service includes TV and radio broadcasts of the “Mike & Mike In The Morning” radio show, which is simulcast on both platforms.
The company has been looking to use its PPM technology to build new businesses, such as in the cross-platform and out-of-home TV space.
“We intend to take advantage of opportunities to leverage our existing PPM and diary platforms to enter new markets with the goal of increasing revenue and driving bottom-line growth,” said CEO Bill Kerr.
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