Hubbard Radio D.C. news outlet WTOP-FM has stopped inserting online-only ads into its web streaming, thereby duplicating its on-air programming online.
Senior Regional VP/Market Manager of Hubbard Radio's Washington, D.C. properties, Joel Oxley, explained the move as one to help Arbitron ratings: "Since WTOP is now a simulcast, those listeners can now be added to our Arbitron ratings. For WTOP even a slight move up in ratings can mean a significant rise in revenue." (quote from Inside Radio coverage)
If there are programming differences -- including ads -- between a station's on-air and its stream, Arbitron counts those audiences separately. If the programming is identical, Arbitron can combine the listening. Saga Communications announced a similar move in August (coverage here) for its streaming stations.