Listening to a California station in Ohio will expose me to commercials for In'n'Out Burger. As far as I know, there aren't any of those in Ohio, so the California station can't base its rates for local commercials on Internet listeners. Reports from San Francisco suggest that broadcasters are looking for ways to insert local commercials into their streaming broadcasts as some cable television companies already do. In fact, they could go further than that. Of course, that might turn some listeners off.
Some people like to listen to home radio stations and listen for the ads.
One Arbitron official likes the idea though. Advertisers pay a premium to reach a specific audience, and in this case, you're pushing ads to a very targeted group. It's been a while since I've mentioned Alexa, a useful service that displays information about any Web site you visit. In addition, Alexa provides rating information for the site's freshness, its speed, and its overall traffic load. An additional feature lists related sites.