Webcast Metrics Local Data Report Specifications

Webcast Metrics Local Data Report Specifications

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Table of Contents Overview... 4 Definitions... 4 AQH... 4 CUME... 4 AQH RATING... 5 CUME RATING... 5 TSL... 5 ATSL... 5 AAS... 5 SS... 5 TRITON DIGITAL WCM LOCAL DATA REPORT SPECIFICATION 3

Overview Webcast Metrics uses a proprietary Listener Tracking system to collect listening data to report Internet audio streaming traffic and audience measurement. Using the same process, Webcast Metrics is now available for subscribing clients on a local market basis. The data is converted into audience metrics commonly used in the radio advertising industry and published as Webcast Metrics Local market reports. Market based reporting metrics include; Weekly Cume, Time Spent Listening (TSL), Average Quarter Hour (AQH), AQH Rating, Cume Rating, Total Listening Hours (TLH), Average Time Spent Listening (ATSL), Average Active Sessions (AAS), and Session Starts (SS). Collecting data directly from client applications, Webcast Metrics uses registrant s five digit zip code, year of birth and gender to determine listeners MSA location and demographics for audience report breakouts. Webcast Metrics and our Listener Tracking system does not collect any personally identifiable information. Our complete Description of Methodology is available at http://www.tritondigital.com/media/default/rankers/triton-digital-methodology.pdf Definitions Average Quarter Hour (AQH) Triton s AQH definition modifies the Total Listening Hours (TLH) metric to increase the minimum duration threshold to five minutes. TLH is the total number of hours that the station/publisher has streamed counting only sessions with a duration of at least five minutes during a 15-minute period. With the change in TLH threshold, the Triton AQH definition becomes the average number of listeners, at any given time during a 15-minute period, excluding audience from sessions of less than five minutes. Triton AQH is derived by dividing TLH by the number of hours in the reported time period with a session duration greater than five minutes. AQH represents the average number of persons listening to a particular station for at least five minutes during a 15-minute period. Cume Cume represents the sum of unique listeners during the specified time period listening for at least five minutes. AQH Rating The AQH audience is expressed as a percentage of the population within a specified market and demographic. TRITON DIGITAL WCM LOCAL DATA REPORT SPECIFICATION 4

Cume Rating The Cume audience is expressed as a percentage of the population within a specified market demographic. Time Spent Listening (TSL) Time Spent Listening is derived by the average weekly time spent listening divided by each Cume listener during the specified time period. Average Time Spent Listening (ASL) (ATSL) Average Time Spent Listening is derived by the average number of hours for each session of one minute or longer within the specified time period. Average Active Sessions (AAS) Average Active Sessions represents the average number of listeners, listening for at least one minute, within the specified time period. Session Starts (SS) Session Starts is the number of sessions, of at least one minute, initiated during the specified time period. TRITON DIGITAL WCM LOCAL DATA REPORT SPECIFICATION 5