BALTIMORE — When you hear Kenny G Christmas music wafting through a Maryland hotel lobby, you must be at the annual Arbitron Client Conference. But this year, a new “Nielsen Audio” logo welcomed curious attendees. And in just the first few hours, the logic behind this change became apparent.
The recent TALKERS Los Angeles conference (10/10/13) began with Sean Hannity voicing a concern echoed by other on-air talent: “Radio” content we’re creating is no longer just transmitter-based. Yet talent is evaluated, and advertising is priced, based upon consumption of transmitter-delivered work.
“You have to have a multi-platform strategy, and you need to tailor your content for each device.”
Nielsen Audio SVP of radio station services Gary Meo was among presenters detailing how consumers and technology and demographics are re-defining our medium, and how his company’s beyond-radio scope is aggregating consumption data beyond Arbitron’s AM/FM focus. “The smartphone is clearly the device of choice for Millennials.” Another speaker told us that, the night before, in Washington, NPR had sold – yep, sold – 300 tickets to the taping of a podcast.