New DMR/Texas A&M 'Download On Podcasting' Report Offers Measurement Overview, With Help From Nielsen

New Report

THE DOWNLOAD ON PODCASTING, a project of DMR/INTERACTIVE and TEXAS A&M UNIVERSITY, has released another report, this time looking at the complicated issue of podcast listening measurement. For the report, "THE DOWNLOAD ON PODCASTING Presents: An Overview of Audience Measurement with NIELSEN AUDIO," the project's team sat down with NIELSEN to discuss the ratings service's SDK measurement platform.

TEXAS A&M Associate Professor Dr. BILLY RAY MCKIM said, “A new approach is needed to effectively measure and monetize podcasting. An approach that transcends PPM and diary methodologies or the current practice of relying on download metrics without third-party validation.”

DMR/INTERACTIVE President/COO ANDREW CURRAN said, “The lack of third-party measurement is holding back the monetization of podcasting. Until we have an agreed upon currency, podcasters will earn a small fraction of the available digital dollars.”

NIELSEN VP of Digital Audio ROB KASS explained in discussing his company's approach, “Rather than measuring just downloads and server traffic, we are putting our measurement on the device at the point of consumption.”

And NIELSEN VP of Audience Insights TONY HEREAU said, “There are exciting opportunities to match product purchase behavior with podcast consumption, which will further assist podcasters in their pursuit of digital ad dollars.”

See the report by clicking here.

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