• by Masha Geller , November 7, 2002

If you’re charged with keeping an eye on webcast audience measurement, your life just got a little less complicated. The two suppliers of streaming media audience data – Arbitron and MeasureCast – became one yesterday, with Arbitron buying most of Portland-based MeasureCast, Inc.

According to Bill Rose, VP and general manager of Arbitron Webcast Services, this is “a significant step forward in our efforts to establish an industry standard currency for measuring streaming media audiences. By combining the MeasureCast technology with Arbitron’s resources and experience, we can serve Webcasters more efficiently while enhancing the value and credibility of the audience measures they use.”

According to company officials, effective immediately, Arbitron will incorporate the MeasureCast technology in its Webcast ratings service, and will publish weekly and monthly webcast audience estimates under the name ‘Arbitron’s MeasureCast Ratings.’

The transaction gives Arbitron a license to market and use the MeasureCast streaming audio audience measurement system as well as related technology used to produce streaming audience measurement services. Arbitron is also purchasing the “MeasureCast” trademark and other assets necessary to produce and maintain a streaming audience measurement service. Financial terms were not disclosed.

MeasureCast, Inc. will continue to develop innovative technologies and services with its strategic partners, under a new and as of yet unannounced name. MeasureCast partners, including Nielsen Media Research, NetRatings and Trans Cosmos International (“TCI”), retain certain rights to the MeasureCast services and technology.