Arbitron will start reporting Satellite Radio Listenership..
By Katy Bachman, Mediaweek
In a sign that more consumers are turning to alternative distribution platforms for their radio listening, Arbitron will begin to report satellite radio listening as part of its syndicated ratings surveys beginning with the Fall 2005 survey, the ratings firm said late Friday. Arbitron will also include a radio stationâ€™s Internet audience in the stationâ€™s ratings estimate, beginning in Spring 2006. The enhancements were announced late last week during Arbitronâ€™s twice-annual Advisory Council with its radio station clients.All satellite radio channels will be eligible, but only those channels that garner enough audience to meet minimum reporting standards, will be included. In lieu of call letters, satellite radio channels for XM Satellite Radio will begin with the characters â€œXMâ€� and the call letters for Sirius channels will begin with the characters â€œXSâ€� followed by the channel number. The listening audience to a terrestrial radio stationâ€™s Internet stream will be included in the ratings only if the online content duplicated 100 percent the programming of the on-air station, including the commercials. In the Winter 2005 survey, about 0.05 percent (five out of every 10,000) of quarter-hours of listening recorded in diaries was to a radio stationâ€™s Internet stream.Currently satellite radio listening has been included in the overall persons using radio estimates, but not broken out by channel. In Fall 2004, Arbitron said satellite radio appeared in about 1.2 percent of all diary entries. Since then, the number of satellite radio subscribers has grown to reach 6.2 million today and is forecast to reach 9 million by the end of the year. Neither satellite radio company subscribes to Arbitronâ€™s syndicated ratings service, although XM Satellite Radio, which tends to sell advertising by network, rather than individual channel, uses custom research from the ratings firm. Arbitron has what it is calling a â€œdelivery-neutralâ€� diary in the works to better capture the radio listening to the new radio distribution platforms.
If I was Sirius, I would not be happy that the codes are "XM" for XM and "XS" for Sirius.. XS?!?!? What the hell is that? Could this be a slap in the face for Mels comments