Triton To Offer New Online Audio Metrics In Multiple Formats
May 10, 2012 at 8:33 AM (PT)
TRITON DIGITAL will provide online audio metrics "in multiple formats in response to market demand for more standardized metrics across on-air and online broadcasting," said the company. In addition to the MRC-accredited audio metric of Average Active Sessions, customers subscribing to the new Local Reports feature inside of its Webcast Metrics product will receive Average Quarter-Hour Rating by market -- the same metrics typically used when measuring analog radio stations.
TRITON noted, "unlike other measurement solutions, Webcast Metrics' information is based on an exact count of listeners taken directly from streaming servers, rather than from consumer surveys, resulting in more accurate audience numbers. By providing AQH audience ratings, TRITON preserves the accuracy of true-census measurement, while enabling radio buyers and sellers to use the familiar AQH Rating. This will streamline the processes for both buyers and sellers, and facilitate more effective cross-media planning and optimization."
"Online audio is a significant force in the media industry and is growing rapidly in popularity," said COO MIKE AGOVINO. "By giving our customers further choice in how they would like to view their audience measurement data, we’re ensuring that they have the flexibility to present their audience in the form and fashion they desire. Media agencies and advertisers need methods to evaluate audiences with more depth and precision and this evolution also helps them make better informed advertising decisions. With the permission of the publisher we will also feed these metrics to third parties that desire the data."
"Seeing internet audio in the same terms as traditional radio gives a holistic sense of the audio market, making it easier for buyers to make informed decisions when purchasing ad space," said HORIZON MEDIA SVP/Dir. Audio & Promotions LAUREN RUSSO. "We are excited to see how the ability to provide such a direct comparison will impact advertisers' views on the value of streaming."
Webcast Metrics customers interested in learning more will be invited to attend one of a series of webinars outlining the metrics and the process. An overview of Webcast Metrics methodology and metrics is available here.