Arbitron is in the process of collecting streaming data from its clients — over-the-air stations that also stream their station’s signal.

Once the audience research firm has enough streaming data to work with, they’ll be able to make decisions about combining Web listening with radio PPM and diary data.

Both stations and advertisers want cross-platform measurement in order to measure and reach all listeners using all devices.

“It’s all about audio consumption, not just radio versus digital,” said Arbitron SVP Digital Media & Analytics Paul Krasinski. He told attendees at the Arbitron Client Conference in Baltimore that 89% of those who listen online also listen to over-the-air radio.

ESPN had Arbitron create custom measurement of all listening and viewing on all platforms last year. Glenn Enoch, vice president of Integrated Research for ESPN, said his company wanted to know how many people listen and view ESPN, how often they do so and for how long. The goal is to show advertisers how their ads can be more effective to multi-platform consumers.

— Leslie Stimson