It's not just the TV industry that's having fits trying to find the best way to measure its disparate audience. With the resurgence of podcasts, audio content creators are turning up the volume on sound measurement, too.
"Even though podcast fever is rampant, there's no real discipline or consistency around how we measure success," Tom Hjelm, evp and chief digital officer at WNYC, told Adweek.
So, WNYC and other public radio broadcasters including NPR, WBEZ, Southern California Public Radio and KPBS have come up with a set of measurement guidelines that were a year in the making.
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