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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2 responses

  1. All very useful information in the right direction for those of us who use Ando and sell internet radio.

    I believe there may be a mis-quote. From what I see watching 5 stations streaming with Ando I believe the average streamer visits 8-9 times per MONTH, not week.

  2. The participation of the Media Ratings Council (or more properly, developing to their standards) is vital in developing this and is to be appluded.

    Buyers will still do well to look at the total campaign impact in reach and frquency terms. Selecting the largest audience ascribed to larger sized a single averge open sessions will be efficient for that spot, but miss the total reach and repetition desirable to build awareness and response.

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