Yesterday, Clear Channel confirmed that it is “far along” in the process of working with measurement partners to define next-generation cross media measurement for audio. The company didn't disclose which researcher it is using, but EVP of insights, research & analytics Radha Subramanyam told Inside Radio the work “will lay the foundation for how the medium is looked at in the 21st century” and provide “a true read of what is going on in the ecosystem.”
It wouldn't be surprising to learn that Cumulus is working with Triton Digital on something similar.
Clear
Channel, meantime, says it is “far along” in the process of working
with measurement partners to define next-generation cross media
measurement for audio. The company hasn’t disclosed its measurement
partners but EVP of insights, research & analytics Radha Subramanyam
says the work “will lay the foundation for how the medium is looked at
in the 21st century” and provide “a true read of what is going on in the
ecosystem.” - See more at:
http://www.insideradio.com/article.asp?id=2753936&spid=32060#.UvJ44IWyU2Y
As more media buying is done transactionally by computers talking to each other the data coming from new media measurement initiatives means, hopefully, that our sellers will no longer need to overcome old media buyer stereotypes that have meant radio fails to get its fair share of the media usage pie.
Solid data is crucial in this effort and the combined power of on line, at home and away from home/mobile, I'll bet, will support something anyone who engages daily with people who use radio has known for a very long time: they actively and heavily use audio entertainment while multi-tasking throughout their media day and that improves the return on investment of audio advertising.
Hopefully, it won't be long until these efforts are peer reviewed, coordinated and accredited so that the buying community gets consistent, believable numbers from everyone concerned.
There's too much at stake to get this wrong.
3 comments:
I couldn't agree more. We really need these tools to show our true strength.
Clear Channel has unveiled a $100 million, multi-year cross-platform partnership with Horizon Media that will give the ad agency’s clients exclusive access to select integrated, first-to-market opportunities across the company’s business and platforms.
The Media Rating Council has awarded accreditation to a second Triton Digital streaming radio metric.
After a review of its Average Quarter Hour (AQH) Ratings data, the MRC concluded it was worthy of the double-check mark seal of approval.
Devising streaming measurements that align with over-the-air ratings will help sell audio ads across multiple platforms.
For the space to grow it needs to be more transactional.
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