Broadcasters React To New Standards

Triton Digital, and many broadcast companies, are very happy with the new MRC standards for audio measurement that were released Thursday. A Nielsen spokesperson tells Radio Ink they will not be commenting. Here’s what Triton CEO Neal Schore had to say about the new standards, along with several broadcasters.

Schore said, “Triton Digital, as the foremost provider of online audio measurement, applauds the MRC for its leadership in establishing these Digital Audio Measurement Standards. This significant effort, undertaken by many stakeholders in the online audio ecosystem, is a recognition of the rapid growth of the medium, and its increasing importance as a primary marketing channel.”

Tom Birch, President of Lakes Media, says these new digital audience measurement standards are a huge step forward. “All participants in digital audio media will benefit from the establishment of a generally accepted currency of measurement, which begins with MRC accreditation of methodology. My only concern in the initial version of the Standards is the 2-second definition of an ‘Audible Ad Impression.’  While two seconds may be acceptable for ‘Visual Ad Impressions,’ the same duration is not workable for audio. I’m encouraged that additional research will be conducted to determine a more realistic duration definition.”

Entercom’s EVP of Digital Media JD Crowley says this is exactly what was needed. “We welcome the MRC, and other groups, who have validated what our partners have known for years – that digital audio is one of the most effective, brand-safe environments in all of media. We also support measurement approaches that capture the full reach of our audience across the multiple premium platforms – broadcast, Radio.com, smart speakers, etc. – on which millions of consumers engage with our content and brands every single day.”

WBEB Philadelphia’s Jerry Lee told Radio Ink, “My hat is off to George Ivie and his staff at MRC for producing the first comprehensive guide for Digital Audio Measurement. It is something that is sorely needed to level the playing field. We should all be thankful that MRC and its talented staff exists.”

RAB CEO Erica Farber commented, “The audio measurement standards set by the MRC with input and collaboration from the media and advertising industries continues to enhance radio’s ability to deliver reliable and effective digital solutions for advertisers and agencies alike.”

Michael Bustell, Hubbard Radio’s Vice President of Market Research, says it’s been the “Wild West for Digital Audio measurement.” “We’re grateful that the Media Rating Council (MRC), after years of painstaking effort and collaboration with all parties involved, have finally issued Digital Audio Measurement Standards. The new standard will be Audio Ad impressions that are filtered to those that are actually heard or listened to by the consumer. No more overstatement! These new standards put digital audio measurement into more of an apples-to-apples comparison with Nielsen Audio PPM and Viewable Ad impressions.”