With the debut of comScore Arbitron Online Radio Ratings, advertisers gain access to a service that will provide traditional ratings of web radio. The result of a partnership between audience measurement/market research companies Arbitron (NY-based) and the Virginia-based comScore Media Metrix, the service launches with charter subscriptions to American Online, Yahoo!, and Microsoft’s online radio stations.
David Goldberg, vice president and general manager of music for Yahoo!, says the monthly service will provide the accountability needed to justify online radio advertising investments. The service’s first estimates are due out next week and will report average-quarter-hour and cume audience estimates for 38 demographics and 15 standard dayparts.
