Webcast Metrics Seeks Accreditation

andomediaAndoMedia has announced they have begun the process of accreditation with the Media Ratings Council, a move which will further solidify their credibility in the measurement of Internet radio audiences.

“This is a critical step for us,” reports Ando COO Paul Krasinski. “MRC is the gold-standard for measurement. Accreditation will not only validate our metrics, but it will give the internet audio industry a measurement standard that’s been validated at the very highest level. With these standards in place, we can now move straight ahead as an industry into accelerated growth mode.”

Ando has begun work on the pre-audit, and will be providing info on their real-time measurement processes in order to comply with the MRC and receive their stamp of approval. Measurement services desiring MRC Accreditation are required to disclose to customers all methodological aspects of their service; comply with the MRC’s Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures.

In addition, Ando has recently announced a change in the way some of the metrics are calculated which will enable more accurate audience data tracking. Until recently, Webcast Metrics had adhered to a 5 minute minimum listening rule to qualify listeners as countable. This was based on older, broadcast radio diary metrics. Now, listeners who listen for a minute or more will be counted. It’s a good decision. Whereas five years ago, the decision to emulate Arbitron’s methods might have been important to gain credibility (and compete with Arbitron who was still measuring online data), those issues are no longer key as Webcast Metrics has become the measurement platform of choice for key players in the industry. Server based metrics should reflect every segment of listening, no matter how brief.

These changes will help Ando move Webcast Metrics into a position of greater credibility with both radio buyers and digital buyers. Data that more closely resembles digital ad data will appeal to digital ad planners and spur greater understanding of Internet radio as a digital ad option. In addition to traditional radio measurement terms such as AQH and Cume, Webcast Metrics will soon add new terms that are more relevant to digital buyers such as sessions, average sessions and peak sessions.

These are wise moves made by a company that has taken the lead position in Internet radio audience measurement. The revamped metrics should benefit spending, and MRC accreditation will enhance credibility for both Webcast Metrics and the Internet radio space.

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