Daily Archives: September 29th, 2009

New Online Audience Metrics Coming Soon

reynolds andoAndoMedia presented a preview of new metrics at RAIN Summit East last week. In keeping with the format of the Summit, Patrick Reynolds of Ando gave us a few snapshots of data. The online listening audience measured by AndoMedia grew from 204 Million in May of 2009 to 234 Million in August of 2009 – and according to Reynolds, that growth was attributable to increased listening, not to increased number of stations being measured. After the presentation he also told me that number does not include Pandora’s audience, which would surely have an impact.

The average Internet radio listener streams nine sessions per week, and 77% of listeners stream every week. I particularly like that last stat. An enormous percentage of Twitter users signed up, tweeted a few times, and have yet to return to the medium. Twitter retains only about 40% of its users from one month to the next. The fact that streaming audio is keeping ¾ of its audience active on a weekly basis is very promising for continued growth.

Ando is about to make significant changes to its measurement, and Reynolds talked a little about some of the new terms they will be using. Replacing Average Quarter Hour will be the term Average Open Sessions, which will count all sessions of at least a minute in length. This unit is closer to the actual data they are collecting and requires less manipulation. It’s also more in keeping with terms used in other digital media metrics.

According to Reynolds the changes have been blessed by MRC, the board they are working with for accreditation of Webcast Metrics. He promises a new ranker soon, following a four month hiatus while they worked through some of these transitions.

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