Nielsen Ratings, which acquired Arbitron last month, has announced its first change to the way things were done formerly. I’m sure it will not be the last. In a pre-survey bulletin issued prior to the upcoming November ppm survey period, Nielsen told stations that they will begin crediting stations that stream a particular program and then repeat the show in a continuous streamed loop, provided the listening is done within 24 hours of the original program, and also provided that the entire program, commercials and all, remain intact.
It’s a move that both signals Nielsen’s intent to move toward more comprehensive measurement of streaming audio, while at the same time offering a lollipop to some broadcasters that worked hard to prevent Arbitron from complete and fair measurement of streaming audio services. According to Inside Radio, “It’s a rule that most typically impacts morning hosts whose shows repeat on a continuous loop online. For instance, Clear Channel has created replay channels for syndicated hosts including Elvis Duran, Kane and Bobby Bones.” Now the host of those streams will receive credit for all the listeners to that program, whether they listen live or on-demand.
Arbitron had a tough time doing the right thing when it came to measurement of new kinds of audio, and a lot of the reason for that was the stronghold that radio broadcasters had on the company. (Read a lot more about the history of that here.)
I’m sure this is the first of many changes that Nielsen will make to its measurement of audio. Last December, right after they announced their intent to purchase Arbitron, they announced that they would begin measurement of streaming platforms such as Pandora. They echoed that again in their announcement that the deal was done. On their website, they’re calling it “absolute audio measurement.” Amen…