Audio Needs Accurate Measurement
When WBLS/New York GM Deon Levingston speaks, what rolls off his tongue is nothing but honesty. And he let it roll Thursday at an audio forum during Advertising Week. Levingston was interviewed by Arbitron's Bill Rose (more on his PPM feelings tomorrow in our headlines). Rose asked Levingston, if he could change one thing about the industry, what that would be. Levingston said, "The industry is challenged right now in getting accurate numbers. We have to have accurate and reliable cross-platform measurement. We're not getting the numbers right. The numbers would be amazing. It's hurting us with the client." Levingston then joked, "We should make up the numbers like some of our competitors do." The assumption is that Levingston was talking about Pandora -- he added, "The metrics they use are absolutely ludicrous."
In a panel that followed the Levingston interview, it seemed clear that reliable cross-platform measurement for audio is a long way off. The panel included George Ivie from the Media Rating Council, Josh Chason from comScore, Larry Rosin of Edison Research, and John Rosso from Triton. Levingston pressed the group for an answer about one currency the radio industry could take to clients, but nobody could answer Levingston's question, and, in fact, cautioned him not to look for one service to provide that measurement. They spoke about trying to combine such things as user logs and tagging, but also admitted every company doing measurement has its own agenda. The bottom line is when a radio salesperson walks in to see a client, he or she needs to be able to accurately tell that client exactly how many listeners the station has over the air and online. And, as of today, and looking into the near future, it can't be done.
(11/23/2013 10:44:09 AM) |
This is a really good read for me, Must admit that you are one of the best bloggers I ever saw.Thanks for posting this informative article.
bottes santiag san marina http://bottes-santiag-enfant.trypowerplaystats.com
|- bottes santiag san marina|
(11/17/2013 9:09:31 PM) |
9vBK3w Thank you ever so for you blog article. Will read on...
(10/30/2013 5:21:50 PM) |
Bookmarked!!, I like your website!
soldes bottes italiennes http://soldes-bottes-enfant.trypowerplaystats.com
|- soldes bottes italiennes|
(10/26/2013 6:44:17 PM) |
I'm really enjoying the theme/design of your site.
bottes soldes http://bottes-soldes.shastadatadirector.com
|- bottes soldes|
(10/16/2013 5:35:15 AM) |
It`s really useful! Looking through the Internet you can mostly observe watered down information, something like bla bla bla, but not here to my deep surprise. It makes me happy..!
beats by dr dre http://www.commentcamarche.net/forum/affich-16845010-acheter-monster-beats-by-dr-dre
|- beats by dr dre|
Add a Comment | View All Comments