Media Audit "Smart Cell Phone" To Utilize Dual Monitoring Methods
March 8, 2006 at 3:05 PM (PT)
THE MEDIA AUDIT has announced that its "Smart Cell Phone" ratings gathering device will measure listening via two methods: Wartermarking (encoding) and Audio Matching. Watermarking involves encoding radio and television signals with an inaudible watermark code, and involves the cooperation of broadcasters to insert a code into their signals. THE MEDIA AUDIT/IPSOS software will add audio matching capabilities to make sure that stations that do not embed watermarking codes into their broadcast signals will also be measured.
The Audio Matching system works by recording sound bite samples of the broadcast which are then matched against the recording of the broadcast stations' transmissions made at a monitoring site to determine the proper station/program. As more content is delivered to listeners/viewers via their cellphones, the Smart Cell Phone will naturally be able to measure that content as well.
The secure encrypted data is stored and transmitted back to the data center on a daily basis. However, this parameter can vary - the phone is capable of transmitting data every half hour or every few days. With a larger memory card, the Smart Phone could hold data for several weeks.