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Ando Seeks MRC Accreditation for Online Metrics
In the US, online metrics company Ando Media has entered its Webcast Metrics real-time Internet audio measurement service for accreditation by the Media Rating Council (MRC).
The service delivers 'real' audience data and translates it into traditional audience measurement metrics for the Internet audio market, including average quarter hour (AQH) and Cume Audience - which Ando says removes the need for radio stations or advertisers to rely on estimate-based surveys or panel behavior. Stations use an online control panel to monitor real time data and historical audience data including the number of listeners connected.
George Ivie, MRC Executive Director and CEO comments: 'We are very pleased that Ando has chosen to pursue MRC accreditation and has begun work on the pre-audit. We recognize the increasingly important role Ando plays in today's audio marketplace, and its participation in the audit and accreditation process demonstrates its leadership in bringing greater transparency and accountability to this emerging media space.'
Ando COO Paul Krasinski says the application is 'a critical step' for his company. 'MRC is the gold-standard for measurement. Accreditation will not only validate our metrics, but it will give the internet audio industry a measurement standard that's been validated at the very highest level.'
Web sites: www.andomedia.com and www.mediaratingcouncil.org .
Last month Ando merged with broadcast technology firm Spacial Audio.
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