According to an FMBQ report Media Audit proposes as part of it’s SmartPhone rating service alternative to Arbitron to track ALL radio listening-
The Media Audit/Ipsos will not censor how radio listening is reported. All radio listening will be reported on the same page, whether it is over the air, internet, podcasts or MP3 players.
Once you measure it – it’s easier to monetize.
Radio compaines will likely jump into new media full force the minute it’s usage can be measured and quantified. They’ll also continue to avoid/ignore it as long as it’s unmeasured.
I’d personally like to see big radio out there right now – setting the standards rather than letting other disruptive technologies do it to us – forcing us to play catch-up.