Broadcast Architecture Launches PMM Online Testing
April 21, 2008 at 1:44 PM (PT)
BROADCAST ARCHITECTURE is launching a new online music test, called the PERSONAL MIX-MASTER (PMM). According to BA Pres, ALLEN KEPLER, the move to PMM online testing represents a more eco-friendly way to generate instantaneous research not unlike ARBITRON's PPM.
"We have been working towards more eco-conscious operations for some time now, and the need to ‘go-green’ has never been greater," KEPLER said. "The sum of all respondents driving to all of our MIX-MASTER music tests annually is estimated at 150,000 miles. Furthermore, the U.S. high-speed online penetration is reaching a point where it is becoming more feasible to reach a ‘normal’ respondent to participate in an online study rather than someone who is willing to reserve an evening, drive to a hotel and sit in a ballroom listening to hooks fed one after the other for two to three hours. This does not eliminate the need for auditorium testing, however this is a new direction that we are aggressively targeting.
"As we enter the new world of audience measurement with ARBITRON's PPM, which measures audience listening in a more true world experience, PMM is our way of bringing product research into a more 'real world' experience where respondents can offer opinions in a more personal way and more in line with the environment that they actually consume music and radio.
"Besides the environmental advantage, there is also a tremendous cost savings as compared to regular auditorium events," KEPLER concluded. "Event expenses from all current existing methods, such as room rental, catering, parking – all drive the costs higher. That certainly doesn't benefit our clients. Our goals for PMM were to create an accurate, environmentally conscious, cost-effective alternative to traditional research methods. PMM delivers."
More details of PMM are available at www.BroadcastArchitecture.com or by contacting ALLEN KEPLER at (818) 461-8016.