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Move will allow stations to combine local on-air, online audiences to present to ad buyers, says Triton

Thursday, May 10, 2012 - 12:00pm

Triton Digital said today it intends to present its local market audience measurements using the traditional broadcast radio Average Quarter-Hour metric (AQH).

Stations that subscribe to Triton's new "Local Reports" feature will now get Average Quarter-Hour Rating (AQH Rating) by market alongside Triton's proprietary Average Active Sessions number.

To this point, Triton Digital has relied on the Average Active Sessions (AAS) metric, which, like the more traditional AQH, purports to represent the the number of listeners at an average moment. (Though there are some small methodological differences in how AQH and AAS are calculated, we believe them to be virtually equivalent.)

However, broadcast radio sales forces, media buyers, and advertisers have long relied on the more traditional metrics like AQH (and, for that matter, cumulative or "cume" audience, and Time Spent Listening or "TSL") for advertising buys. A Triton representative told RAIN the company's new format for local market reports "makes it easier for advertisers and media buyers to make apples-to-apples comparisons between online and traditional radio buys." This gives stations "the flexibility to combine their offline and online audience into a credible total audience number while maintaining the ability to position the attributes of either channel independently."

The press release includes this from ad firm Horizon Media SVP Lauren Russo: "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. We are excited to see how the ability to provide such a direct comparison will impact advertisers’ views on the value of streaming."

The company has also announced it plans to share measurement data with third parties per customer request. Triton's press release is available online here.

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