Report: New Nielsen Streaming Measurement Isn't Ready

Less than a week after Nielsen announced the launch of its eagerly anticipated streaming audio measurement service, broadcasters say the product was rushed to market before basic technical issues were resolved and that it offers an incomplete picture of digital radio listening.

Executives at several major radio groups tell InsideRadio they won’t participate in Nielsen Digital Audio Ratings until the problems are fixed. Nielsen plans to charge for the service starting with the April survey after a free two-month trial period.

The sources, all speaking without attribution, used words such as “incomplete,” insufficient,” “not comprehensive” and “not ready for primetime” to describe the service, which will initially report the listening of digital streams of AM/FM stations and broadcaster-owned digital-only stations in the 48 PPM markets.

Nielsen is dependent on subscriber participation for access to their streaming listening data. Without it, the streaming numbers are likely to be largely incomplete. “We hear this launch is a squib, that no one major is going to be in these numbers,” said one executive at a large radio group. Said another: “We’re anxious to participate when it’s right.”

Speaking to the issues, a Nielsen spokesperson told Inside Radio, “For more than three years, Nielsen has been developing a digital audio measurement solution and has worked closely with our clients, audio experts and trade associations to develop a product that aligns with existing radio metrics. We stand behind the quality of Nielsen Digital Audio Ratings, including its methodology, technology and coverage.”