Arbitron Releases PPM Test Data On Mall Radio Network
August 7, 2007 at 9:31 AM (PT)
ARBITRON has announced the results of a second PPM pilot test with MALL RADIO NETWORK. The pilot successfully demonstrated that the ARBITRON PPM system could be used to track the amount of time shoppers are exposed to MALL RADIO NETWORK content and commercials while visiting a mall.
ARBITRON encoded MALL RADIO NETWORK’s content and used PPM devices, carried by consumers, to detect exposure to audio content and commercials broadcast by MRN in the common areas of malls.
"This pilot study is another step toward providing PPM measurement to MALL RADIO NETWORK as a part of the top 50 market rollout of the PORTABLE PEOPLE METER," said SVP/Marketing BILL ROSE. "The audience data that would be generated by the PORTABLE PEOPLE METER system would complement other data that MALL RADIO NETWORK is currently using to demonstrate the role of ‘malls as media’ to prospective advertisers such as mall shopper metrics from SCARBOROUGH RESEARCH. When MALL RADIO NETWORK is fully integrated into the PPM system, their audience metrics would be designed to be comparable with the radio audience measures used by national and local advertisers."