Pandora looking for traditional measurement to compete with radio stations

Pandora owns 4% of all US radio airplay time, but has been challenged by the measurement of their audience to compare their reach with traditional radio stations. From July 31, 2010- July 31, 2011, earned $203 million in revenue, $176 million came from advertising. Every year, radio receives $17 billion in re venue, and Pandora believes that by having a universal audience measurement tool between streaming and air, they can begin to profit more from advertising. They are working with Arbitron, who believes they will have a solution for Pandora some time in 2012.

According to AdAge, Paul Krasinski, senior VP-digital media at audience measurement company Arbitron, states that his company "will combine over the air and streaming measurement to provide a holistic look at audio consumption across devices, channels and platforms."

What other benefits does a measurement tool that can compare traditional radio listening and streaming radio listening have for the industry? Do you see Pandora beginning to profit more from a tool like this?