Arbitron: Internet Radio Working Its Way Into Ratings

Radio stations that stream their signals over the Internet are beginning to register in the ratings. According to Arbitron portable people meter ratings in 10 markets, station Internet streams averaged a 1 average-quarter-hour rating share.

The ratings, for the October PPM survey period (Sept. 18 to Oct. 15), are based on 233 encoded Internet streams in New York, San Francisco, Atlanta, Los Angeles, Riverside-San Bernardino, Detroit, Chicago, Philadelphia, Dallas-Ft. Worth, and Washington, D.C.

Of those markets, New York had the highest Internet radio share with a 1.3, followed by San Francisco (1.2), Atlanta (1.2), Los Angeles (1.1), and Riverside-San Bernardino (1.0). Internet radio streams had less than a 1 share in the remaining markets.

The highest share of quarter-hour listening is to Adult Contemporary and News/Talk streams. Most digital radio listening is an “at-the-office” phenomenon and among listeners in the 25-54 demo.