ABC Electronic To Measure Online Radio Listening

ABC Electronic has announced Capital Radio Group will be the first broadcaster to publish audited data on streaming.

Capital will publish figures detailing how many unique users were listening to the radio streams and the duration of listening. A spokesperson for ABC Electronic told NewsLine: “Capital feel the need to offer clarity and transparency to their advertisers and this system will give their advertisers reliable information.”

Many key UK radio players have invested heavily in digital radio and would like to see that investment turn into advertising revenue. It is now expected that a number of other digital stations will adopt the system. According to ABC Electronic: “It is a growing market and there will be as much of a market for this system as the industry believes is necessary.”

Radio stations currently present their figures in many different ways and ABC believes advertisers and radio stations would benefit from a unified system of audience measurement. ABC Electronic has already held discussions with RAJAR over implementation of the new system.

Last month, RAJAR announced it had moved into the third phase of its audiometer testing programme, which aims to find a replacement for the much criticised diary system of audience measurement (see RAJAR Enters Third Phase Of Audiometer Testing).

ABCe: 01442 870800 www.abce.org.uk

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