Arbitron EVP Sean Creamer tells the Tuesday morning (10/25) quarterly call that it signed a deal last week with AdsWizz, which "will process server-based streaming log files for our planned digital radio service." Creamer says "the collaboration will help us realize our vision of providing standard reporting metrics" for both over the air and digital. Arbitron is already the dominant ratings provider for over-the-air audience measurement. It says its current radio customers want it to follow consumers online, and it is also working with digital-only content providers.

Meanwhile, Arbitron's Out Of Home service continues to gain clients, including CNBC. Arbitron also just renewed ESPN for three more years, to use the 70,000-person PPM radio panel to measure Out Of Home viewing of ESPN's NFL and college football. Other Out Of Home subscribers include CNN, Headline News, TBS, TNT and True TV.

On the cross-platform front, Arbitron follows "three screen" media consumption. Its pilot panel for CIMM, the Coalition for Innovative Media Measurement, is creating data for delivery in the next few weeks.