Asked about PPM credit for podcasts at Arbitron's recent Consultant Fly-In conference, Sr. VP/PPM Global Marketing Jay Guyther clarified that if encoded material “from an on-air broadcast, not edited, not-added-to” and contains its original broadcast timestamp, it will be credited as-if-listened-to at-the-time-originally-aired, if played back within 7 days. “Right now, we’re seeing about 1% of credit being timeshifted” in this fashion, he noted.
My notes from the Fly-In: http://hollandcooke.com/08January.pdf
HAPPY NEW YEAR,
I have to wonder if Arbitron's left hand knows what its right hand is doing.
For purposes of streaming, Arbitron's director of encoding operations, David Forr, told me that streaming was not currently being included in audience estimates. He explained that this is at the request of advertising agencies, which makes sense. They do not want station streams, which cover up their ad buys, included in audience estimates. He said for programming to be encoded, it must be a 100% simulcast
of the main signal.
It seems to me that utilizing podcasts in this way would be even more offensive to advertising agencies.