Arbitron drops out-of-market simulcast requirement

Briefing by Inside Radio

In a victory for stations that combine their on-air and online audiences for local advertisers, Arbitron is significantly loosening streaming simulcast rules. It will no longer require a station stream any commercials or content outside the over-the-air station’s home metro and DMA. Stations will qualify for Total Line Reporting as long as the stream simulcasts all content, including commercials, in the home metro and DMA of its over-the-air partner. The change goes into effect with the July 2013 PPM report month and summer 2013 diary survey. Arbitron says the change will “provide greater flexibility to stations that stream.”