Nielsen To Track Pandora Audience Vs. Traditional Radio

Real Ratings Race In The Offing?

It looks like PANDORA may be an unintended beneficiary of NIELSEN's acquisition of ARBITRON (NET NEWS, 12/18), as NIELSEN noted that it will soon track PANDORA audience numbers with those of traditional radio.  NEILSEN Pres./Global Media Products STEVE HASKER told BLOOMBERG.COM, “We want to cover as much of the media landscape as possible and be helpful to our clients in that way."

PANDORA, which has been releasing its own audience data through TRITON DIGITAL (NET NEWS, 5/16), would welcome NIELSEN/ARBITRON measurement, THEVERGE.COM reports that a PANDORA spokesperson told ADWEEK that "broadcast radio companies are clearly afraid of what an accurate apples-to-apples measurement with Internet radio will show."

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