During the week of July 18, Arbitron encoded several podcasts by Clear Channel's WHTZ-FM (Z100) in New York, that were uploaded to the podcast portion of Apple's iTunes Music Store. The Z100 podcasts were then downloaded to an MP3 player and played over headsets using the PPM headset adapter. The PPM detected and recorded the unique identification codes that were embedded in the MP3 file.
I think that just the fact that Arbitron has sought to come up with a way to gauge the listership of podcasts is telling. It doesn't strike me as a perfect solution--but it certainly beats those little journals they ask people to fill out (a couple years ago I was tapped to be an Arbitron radio ratings journaler--they must have been disappointed that what few entries there were were Internet radio stations).
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