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Consumers have choices in how they listen to radio, so Nielsen has introduced a new service aimed at helping broadcasters, buyers and marketers measure the value and size of both over-the-air (OTA) and digital audiences. The Nielsen Digital Audio Ratings service, which is part of its Total Audience initiative, measures OTA listening across mobile apps and web browsers for 2,500-plus stations in 48 markets.

Initially, Nielsen Digital Audio Ratings will report the digital streams of terrestrial radio stations as well as e-radio stations in the 48 markets. According to Nielsen, measurement for custom-curated and on-demand audio, including podcasts, is currently in development.

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"With the way people consume content in a continual state of change, it’s critical to capture all of the platforms where people are listening to audio, whether on the radio, computers or smartphones," said Brad Kelly, managing director, Nielsen Audio. "To achieve Total Audience for audio, we must provide a comprehensive view of listening behavior across all platforms and what better way to start than with radio. Nielsen Digital Audio Ratings allows broadcasters, advertisers and marketers to better understand the dynamics of a station's over-the-air and online audiences."