After some delay due to AndoMedia’s working with the MRC on accreditation, AndoMedia has released two months worth of Internet radio audience data for March and April. They’ve also implemented some changes in the way they calculate and credit listening – for one, they’re not going to count sessions that last longer than 24 hours. The second change has to do with the way they assign credit using IP based geolocation data – when it is not available they will use the central time zone.
Accreditation is a good thing, I’m strongly in favor of Ando doing everything they can to make sure their Webcast Metrics server based audience measurement service meets with the approval of the Media Rating Council. We also see for the first time the IAB logo on the released rankers, signifying that AndoMedia has become a member of the Interactive Advertising Bureau.
With regard to the data…the lineup remains the same, with Pandora furthering their lead in terms of listeners on the domestic ranker and Cumulus debuting on the ranker. Missing from the All Streams ranker below is Pandora with 324,886 AAS, which would appear at the top of the pack.
Besides that, there are few noteworthy changes. You can see the rankers here. AndoMedia will host a teleconference to review the new data on thursday June 17th at 3pm (no indication of what time zone). To register for that, click here.
AndoMedia 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.