France: Médiamétrie radio & podcast audience measurement

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Médiamétrie has launched audience measurement for catch-up radio (content listened to after broadcast) and native podcasts (original audio content).

This measurement provides subscribers with key indicators on the audience of this content, namely the number of listeners, listening times and amounts, and listener profiles.

It is based on a 3,000-strong panel of people aged 13 and older, from across all of France, who provide information on a daily basis using a personal portable audience meter. Using watermarking technology, this audience meter identifies all of the panellists’ listening behaviour throughout the day.

Initially produced on a monthly basis, this measurement complements Médiamétrie’s eStat Podcast, which was implemented in 2009 and counts daily download volumes with fine granularity to deliver results per programme and per episode.

“This new measurement plugs a genuine gap in the market,” said Emmanuelle Le Goff, Director of Médiamétrie’s Radio Department. “Catch-up programmes and podcasts are now commonplace. These listening practices go beyond live programmes to form part of an extended audio universe. Médiamétrie supports these practices and offers an unprecedented and complementary measurement of existing devices.”


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