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The Great Radio Debate : How to measure terrestrial Radio audience delivery now that there are so many Internet pureplay webcasters

Click above form more from Erik Rhoads at Radio Ink

What a week for Radio.  The can of worms, in this case the debate on Radio audience measurement, has been decisively opened by both sides.  The subject has been looming in the background for a couple years now. Internet Radio has done a good job of maneuvering.  They have been stirring the pot by reporting huge numbers through Edison Research and politely requesting to be measured just like all other radio stations but now that the subject has been lured out into the open, the game will change.   Internet Radio’s tactic has been to do a little teasing and name calling and get big Radio mad enough to make definitive statements saying that Arbitron’s current methodology doesn’t work for Internet Radio and that Internet Radio’s actual server performance reports are questionable.  Internet radio should be celebrating like crazy as they’ve accomplished their short term mission.    Now the real fun begins as everyone weighs in on the subject. Internet Radio is pie-eyed when looking at Radio’s annual revenue.  We’ll just have to see what the true value of the questions that stem from the debate will be in the long run. 

 

In related news, an anonymous, unidentifiable source at a top Internet Radio operation overheard someone in management murmur “It’s Moet time” when the release went out.