Ando Media: Adding New Metrics, Not Removing Any
November 11, 2009 at 2:22 PM (PT)
ANDO MEDIA hosted a national meeting to smooth any feathers that were ruffled by its earlier announcement that it changed the qualifier requirement from five minutes to one minute (NET NEWS, 11/6). SVP PATRICK REYNOLDS assured the audience of over 100 that they were simply providing more data for their use --and not different data.
In the visual presentation that preceded a Q&A session REYNOLDS asserted that ANDO's new metrics of Active Average Sessions, Sessions Started and Average TSL will supplement -- and not replace -- AQH and Cume, which will still be reported. "We're just trying to be as clear as possible in presenting our metrics," he said. "We don't speak to them. We want to be as precise in measuring the streaming audiospace as we can. This is an effort to create more clarity in the database."
In the Q&A session, he went further, reiterating that, "We're not putting [Cume and AQH] down; we're just adding metrics that are more germane to our category. Rather than try to confirm [our data] to terrestrial radio. we're tailoring our vernacular to the digital world."
He also emphasized that unlike ARBITRON ratings, ANDO needs the permission of its clients to measure them. Then, instead of monitoring each respondent individually, "We watch the servers, not the people." He estimated that their metrics currently attracts upwards of 8,000 Net users.
Like ARBITRON, ANDO MEDIA is looking for MRC approval; currently it is in the pre-audit phase. "We're trying to provide as much data as quickly as we can,: he concluded. If what we've done is being construed that we're doing anything other than that, I apologize.".
This hosted event will be moderated, featuring a short visual presentation followed by a Q&A, and will seek to quell concerns following an announcement last FRIDAY (NET NEWS 11/6), that ruffled some media buyers.
How It All Started
Earler, several ANDO customers claimed that they were blindsided when ANDO CEO ROBERT J. MACCINI announced that for the first-time audience rankings would be done on the basis of the new one-minute qualifier, versus the former five-minute qualifier. The five-minute rule (only validating listening for five-minutes in a given period) was a legacy of terrestrial radio measurement and did not accurately reflect digital consumption habits, particularly with mobile devices.
MACCINI noted, "The changes were made in response to requests from both the publisher and the agency community for measurement standards in keeping with other digital best practices. Terrestrial radio AQH and Cume measurements are not the best metrics for measuring today's audience delivered via a digital channel and do not accurately pertain to online audio."
Meanwhile, REYNOLDS is quite willing to answer any other questions and concerns about its new data personally at firstname.lastname@example.org.