Arbitron: Successful PPM Test With Mall Radio Network
February 26, 2007 at 8:51 AM (PT)
ARBITRON announced that it has concluded a round of testing using the PORTABLE PEOPLE METER (PPM) to detect audio content broadcast in malls by MALL RADIO NETWORK (MRN).
The project represents the first successful attempt to encode and monitor audio content broadcast within a mall environment. This was the first trial that tracked exposure to audio played in the common areas of the mall outside individual stores. ARBITRON successfully tested individual retail establishments during the HOUSTON PPM testing.
ARBITRON SVP/Marketing BILL ROSE said, "The results of the MALL RADIO NETWORK test provide strong support for the possibility that the PPM can effectively detect audio that is broadcast in the retail mall environment and time spent exposed to MALL RADIO NETWORK content and advertising. Based on the success of this test, we are now negotiating with MALL RADIO NETWORK to move forward on a pilot project incorporating additional features, such as encoding audio content and commercials on different layers to better distinguish exactly what type of programming that a mall patron is exposed to."
ROSE contunued, "Use of the PORTABLE PEOPLE METER to measure media use in malls, is part of an ongoing strategy to move our out-of-home media measurement to the next level. With recent efforts by SCARBOROUGH RESEARCH to enhance their mall shopping measures, we are working to meet the evolving demands of the industries we serve."
Radio Note: SIP's Due March 5
ARBITRON is looking for STATION INFORMATION PROFILES (SIP) to be returned from radio stations in the SPRING '07 survey by next MONDAY, MARCH 5.
This information is used by ARBITRON for the editing of returned diaries and the lead-in pages for local market reports.