Diaries won’t capture Podcasting listening, but…

So the answer to the question “How does Arbitron capture podcasting listening?” is that it doesn’t.

But under the PPM model, it could.

So, in other words, podcasting is a great promotional tool for your station, but one which may steal quarter-hours under the diary model.

My guess is that the gains of promotion at least match the losses of diary mentions.

In an ideal world, both would result in gains.