Speaking on yesterday's Arbitron conference call to discuss the ratings company's Q3 report, EVP/COO Sean Creamer said that a Web radio ratings service is still in the works. The service would use online logs to measure Internet radio listenership and include all types of Web radio, from terrestrial stations' streams to services such as Pandora. Creamer said on Wednesday that "the goal is an integrated service so stations get total credit."
Creamer added that the service would let broadcasters tell their advertisers both exactly how many listeners they have online, along with approximately they have listening over the air. He added that while the overall project is still evolving, but "it's not a question of if, but when, we launch this service."
Creamer also touched on Arbitron's cross-platform measurement project with comScore and ESPN. "Our goal is to develop a template for a new cross-platform measurement methodology that will integrate PC, mobile and television set-top-box, census-level measurement with the personal, single-source measurement capabilities of our PPM technology," he said.