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Online radio metrics: what's next?

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We recently had a conversation with a seasoned traditional radio V.P. During our conversation, she mentioned that online media metrics have not developed a way to measure reach and frequency online. One thing about online radio; when it comes to reach; we all know, without a doubt that it has worldwide reach. In the earlier stages of streaming radio stations, changes had to be made to measure a listeners interaction.

In 2009, Ando media became the sole streaming radio measuring source. They beat Arbitron in developing the software to measure online radio's audience. Since then, Ando has been purchased by Triton Media Group and Nielsen Research has purchased Arbitron (Radio Ratings Company). There's been lots of shake up in the industry of measuring online radio metrics.

The more things change; the more they remain the same. Below are a few online radio metrics which help us to determine the effectiveness on online radio:

TLH Total Listening Hours: represents the total number of full hours the radio station has streamed to individuals who listened for at least one continuous minute in the selected interval for the defined Daypart.

CUME: Number of different persons (defined as the number of different and Unique IP addresses) who listened to a station for a minimum of one minute within the reported interval for the specified Daypart. This is
an unduplicated estimate, which may be an
underestimate in cases where more than one
listener accesses a stream via the same IP address.

AQH (Average Quarter Hour): TLH divided by number of hours in a daypart of session greater than 5 minutes

ATSL (Average Time Spent Listening): The average number of hours for each session with a duration of at least one minute in total and any duration within the reported time period. Calculated as total time spent listening divided by active sessions.

SS (Started Sessions): The number of different requests for streams (i.e., stream requests) with a duration of at least one minute in total and any duration within the reported time period.

AS (Active Sessions): Number of sessions that were active, with a duration of at least one minute in total and any duration within the reported time period.

AAS (Average Active Sessions): TLH divided by hours in the reported time period.

Peak Peak Sessions: The AAS value during the hour in the reported time period with the highest AAS. Essentailly this is giving the use the Maximum AAS reported in the defined interval for the specified Daypart.

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