(ACT) O problema da medição das audiências na internet

A questão é novamente suscitada no Wall Street Journal de ontem:

«An estimated 30 million Americans listen to Internet radio stations each week, up from 20 million a year ago, according to a January survey by Arbitron Inc. and Edison Media Research.

"The audience has reached ’a critical mass’ and ’advertisers are starting to take an interest in it,’ said Andy Lipset, managing partner of Ronning Lipset Radio, a New York ad agency that sells ads for several big Internet radio stations.

"But efforts to attract advertisers to the nascent market have been hampered by a debate over how individual stations -- everyone from small broadcasters like WOXY.com to giants like Yahoo Inc.’s Launchcast -- should measure their online audiences. There is no agreed-upon method. Instead there are dueling systems that can produce different stats.

"’If we all settled on using [one set of numbers] it would be better,’ said Jennifer Lane [pictured right], president of Net Radio Sales, a Providence, R.I., ad agency for small- and mid-sized Internet broadcasters. »

(fonte: «Ratings divide mey be hampering internet radio ad sales market», RAIN Newsletter, 21/3/06)

ACT a 2/4/06: « Clear Channel Communications Inc. is keeping a closer eye on who’s logging onto the company’s 1,200 radio station Web sites these days. Clear Channel (NYSE: CCU) selected WebSideStory Inc. to furnish its HBX Analytics application to measure and analyze visitor activity across Clear Channel Radio’s online network. WebSideStory (NASDAQ: WSSI), a company located in San Diego, develops and markets digital marketing and customer analysis applications. HBX Analytics will give Clear Channel the ability to track the popularity of audio and video content on each station site. It will also track what people are watching from Clear Channel Radio’s video-on-demand service, how many people are logged in to watch live radio station broadcasts, and what people are downloading on podcasts. Gerrit Meier, senior vice president and general manager of Clear Channel Radio’s Online Music and Radio division, says this agreement will give the broadcaster a more unified view of the performance of its online operations. »

fonte: «Clear Channel taps WebSideStory to track online behavior» San Antonio Business Journal - 2:14 PM CST Monday