Arbitron Scraps MeasureCast Services

Arbitron Inc. announced last week that it will cease monthly and weekly MeasureCast services, which provide audience ratings for Internet audio content, at the end of the month, citing insufficient revenue potential to justify current methods.

The company will revamp the offerings of its Internet Broadcast Services division, offering a revised service better reflecting the needs of the market. Bill Rose, vice president / general manager, Arbitron Internet Broadcast Services said it would continue to 'document the size and growth of the Internet broadcasting audience' as well as offering consumer lifestyle and shopping data via Scarborough Research. He also hinted at plans to enhance custom research solutions 'to help bring Internet broadcasting into advertisers' media plans'.

According to Pierre Bouvard, president of Arbitron New Ventures, the company remains committed to the Internet broadcast business and continues to believe in the medium's viability and long-term potential. 'However, the investment needed to sustain the current method would have been far greater than the revenue potential for the service. By revamping our services, we hope to provide better value for our customers and a reasonable return for our investors'.

In other news from Arbitron, the company today announced figures from the Fall 2003 survey showing a decline in response rates (percentages of individuals in eligible households prepared to complete diaries for Arbitron) but a rise in return rates (the percentage of people who were sent a diary by Arbitron who returned a usable diary), along with details of a continued drive to improve incentives as well as moves to clean up initial sample.

Arbitron's web site is at www.arbitron.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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