Katz Online Network and Ando Media announced that they’ve reached an agreement that will allow all national sales agents in the digital audio space to utilize Webcast Metrics for audience measurement. Webcast Metrics is Ando Media’s server based audience measurement platform. Prior to this announcement, Katz Online Network had been the exclusive media representation firm using Webcast Metrics. This announcement clears the way for other firms to subscribe to Webcast Metrics for audience measurement.
Currently, some online radio rep companies use comScore Arbitron and some use Webcast Metrics. Until recently, ComScore Arbitron’s biggest subscribing stations were AOL and Yahoo, but with CBSRadio taking both of those entities into their online network, they moved to the Webcast Metrics audience measurement platform which CBSRadio was already using. Clear Channel recently selected Webcast Metrics for audience measurement as well. Targetspot represents CBSRadio’s entire online radio network, while Katz Online also represents the streaming broadcast stations in its network. But Targetspot is not a subscriber to Webcast Metrics. Now, Katz has opened up their exclusive deal with Ando Media to allow them and other media rep companies access to the audience measurement platform they believe should become the standard.
Katz Online’s Brian Benedik says “This will enable the industry to move toward adopting a standard methodology for online radio audience measurement. No doubt, buyers would welcome an industry standard.” Agencies and buyers should welcome the ability to compare all stations within one measurement platform – this could very well stimulate additional spending from national advertisers.
UPDATE: Ando Media’s Bob Maccini confirms that Targetspot will indeed subscribe to Webcast Metrics and use it for audience measurement of its network.