Arbitron Acquires Streaming Audio Measurement.

Arbitron Inc. has acquired a license to the streaming audio audience measurement system and related assets from MeasureCast, Inc., a Portland, Oregon company founded in 1999 to develop streaming audience measurement services for Internet broadcasters, advertisers and media buyers.

The transaction gives Arbitron a license to market and use the MeasureCast streaming audio audience measurement system as well as related technology used to produce streaming audience measurement services. Arbitron is also purchasing the “MeasureCast” trademark and other assets necessary to produce and maintain a streaming audience measurement service. Financial terms were not disclosed.

MeasureCast, Inc. will continue to develop innovative technologies and services with its strategic partners, under a new and as of yet unannounced name. MeasureCast partners, including Nielsen Media Research, NetRatings and Trans Cosmos International (“TCI”), retain certain rights to the MeasureCast services and technology.

“This is a significant step forward in our efforts to establish an industry standard currency for measuring streaming media audiences,” said Bill Rose, vice president and general manager, Webcast Services, Arbitron Inc. “By combining the MeasureCast technology with Arbitron’s resources and experience, we can serve Webcasters more efficiently while enhancing the value and credibility of the audience measures they use.

“Effective immediately, Arbitron will incorporate the MeasureCast technology in its Webcast ratings service, and will publish weekly and monthly webcast audience estimates under the name ‘Arbitron’s MeasureCast Ratings’.”

“Licensing the streaming audio measurement system to Arbitron presents great opportunities for both companies,” said Clarke R. Hill, CEO and founder of MeasureCast. “This allows MeasureCast to focus on new product development and puts leading-edge audience measurement technology in the hands of Arbitron, which now can deliver a single streaming audience measurement service for the webcasting industry.”

Commenting on the acquisition, Steve Morris, president and chief executive officer, Arbitron Inc., said, “The integration of MeasureCast technology with our existing platform enables us to be a leading source of Webcast audience measurement services. As the industry matures, we will be able to take advantage of new opportunities more quickly and scale our services more cost effectively.”