All of the data available in Triton’s Media Rating Council (MRC) accredited national monthly rankers will now be available on a local market level, per an announcement yesterday by Triton Digital. Triton’s Webcast Metrics audience data will now be made available to subscribers on a local market by market basis. The updated solution will enable publishers to highlight their audience metrics within individual markets and combinations of markets as well as segment the audience across demographic attributes within geographies.
Unlike the top 20 ranker that Triton releases monthly, local data garnered through Webcast Metrics will not be released publicly. It will be the exclusive property of the subscribing publisher.
“We believe there is a substantial monetization opportunity for publishers within the local digital and mobile marketplace,” said Mike Agovino, COO of Triton Digital. “Local mobile advertising alone is expected to grow by more than $2 billion over the next several years, and this evolution of Webcast Metrics will further assist our customers in fully capitalizing on this market opportunity.”
This development has been in the making for a while – I know that Triton has been examining their local market reporting for a while with something like this in mind. And Pandora, the most listened to Internet radio station on Triton’s rankers, has been stepping up the demand for market by market ratings. In fact, a few months ago Pandora partnered with research firm Edison Research and began releasing hybrid local market ratings using Triton’s Webcast Metrics data and standard AQH formulas and comparing them to ratings and shares in Arbitron‘s local market broadcast reports.
Which caused a furor among broadcasters and their spokespeople who believe that broadcast radio should only be measured in a vacuum and never compared to other audio content sources like Internet radio or satellite radio. Of course, that’s silly — any ad supported audio content will ultimately have to measure up to any other to demonstrate performance and garner ad investments.
The fact that Triton will release local market audience data to subscribers is a great thing. In fact, I’m pretty sure it’s been available to them for a while, but the formal announcement and new product called Webcast Metrics Local ups the ante. Competition is good. It spurs development, keeps everyone on their toes, and is a sign of a thriving industry. Play on…