Industry mulls the wisdom of combined "over the air" and "streaming" audience measurement

Posted by

Issue Date: 
Aug 21 2013 - 1:10pm

From Issue:

Radio consultant Fred Jacobs (right) today is calling for radio to "fully embrace the streaming platform," as his (and others') data show more and more regular radio listeners are tuning in online and on mobile phones. He's stressing the need to "accurately measure AM/FM streaming, merge it with usage data from broadcast radio in a format that is acceptable to agencies and buyers, and then monetize these bigger numbers."

Triton Digital COO Mike Agovino, however, thinks radio should pursue growing digital ad budgets by keeping online audience separate from AM/FM listening.

In the second installment of his "Simulcasting Debunked" blog series (we covered the first part yesterday here), Agovino (left) says he understands why broadcasters might want to consolidate audience numbers so existing staff can sell "total audience" and reduce costs. But while digital audience lacks in size compared to on-air, digital can deliver targeted ads to an audience that can be precisely measured.

"In all likelihood, 95%+ of the combined broadcast and digital audience number is generated from the broadcast estimate alone," Agovino wrote. "As a result, the combined number offers none of the benefits of digital. It is, in essence, a dumb number." Note that Agovino's company is a vendor of digital ad delivery and metrics services to the broadcast industry.

But Jacobs is asking, "What about strong radio brands that attract digital listening, but lose out on the "credit" (that is, advertising dollars) for it, because it's not counted as part of a station's audience?" 

Now it isn't necessary that Jacobs' and Agovino's positions can't be reconciled. Panelists on the RAIN Summit Orlando "The Ad-Insertion Panel" (including Agovino) will surely have some thoughts on the matter. Get more info and register for RAIN Summit Orlando here. Read Fred Jacobs' blog here; Agovino's here.

Comments

Payday Loans

Superb data and facts. Attaining random experienced orphanages. I truly became aware straightforward strategies to still keep associate degree awful procedure referring to very little ones, drive even additional sessions. At this moment depression all of our keyword and key phrase Payday Loans Thanks plenty considerably once for all deliver the results.

Community cup survive score

Community cup survive score contains a special place in the track record of community cup cricket plus helps a fans to be aware of about many of the aspects based on this special day. www.scorespro.com

excellent. one of the best

excellent. one of the best articles I have every read Ecopolitan Tembusu Tembusu Condo Vue 8 Sea Horizon Sea Horizon Executive Condo keep it up!

This is good news. While

This is good news. While digital listening has seen a healthy rise year after year, still the great majority of radio listening is still on FM or AM. - Integrity Spas

The researchers predict

The researchers predict continued dominance by Pandora in the coming years.
192.168.0.1

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

More information about formatting options

By submitting this form, you accept the Mollom privacy policy.