Arbitron partners with AdsWizz to measure streaming radio

Arbitron has taken another step towards its Total Audience Measurement service -- which will measure both over-the-air and Internet radio -- with a partnership with Belgium-based tech firm AdsWizz.

Arbitron EVP/COO Sean Creamer says AdsWizz will convert server-based streaming radio data into AQH, TSL and cume. Arbitron will then combine those metrics with its over-the-air audience data to create what the company hopes will be the "standard reporting metrics for over-the-air and digital streaming audiences," said Creamer. (Read more about Arbitron's planned all-in-one measurement service in RAIN here.)

“We are currently working with both our radio station clients and the digital service providers to develop the first report deliverables,” Creamer told analysts yesterday. 

Currently, the major Internet radio measurement firm is Triton Digital, which owns Ando Media and releases monthly Webcast Metrics reports. Inside Radio comments that "now the stage is set for what’s likely to be a heated battle for measurement dollars in a quickly evolving space. While ad agencies have expressed a desire for single source measurement that follows a listener as they move from broadcast to web to mobile listening, it’s unclear if using conventional AQH metrics for a digital medium will fly at digital shops." 

Just last week AdsWizz announced its debut in the U.S. with 60 new clients and a partnership with Liquid Compass (RAIN coverage here).

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