Cox Agrees To Encode For Smart Cell Phone Tests
March 15, 2006 at 3:37 PM (PT)
COX RADIO's BOB NEIL will do something for THE MEDIA AUDIT that he wouldn't do for ARBITRON... encode the signals of his HOUSTON stations for testing of THE MEDIA AUDIT's Smart Cell Phone electronic ratings device.
BOB JORDAN, President of THE MEDIA AUDIT, said, "We see the future for radio measurement as a partnership between the radio industry and us, the research supplier. We appreciate COX's agreement to encode in the spirit of that partnership. As we move into the next generation of media measurement there is a lot of uncharted water and we feel much more confident navigating those waters in a partnership. We will continue to work closely with the radio and ad agency industries to ensure that together we harness the best technology that will fairly and accurately reflect radio listening and provide the industry the information it needs to prove radio's great value for advertisers."
Earlier in the day, THE MEDIA AUDIT/IPSOS announced that the GPS capabilities built into their Smart Phone device will not only measure listening, but track car and pedestrian movements, measuring exposure to outdoor media and identifying retail shopping patterns.
The GPS capability of the Smart Phone will show what billboard, kiosk and street furniture locations the survey participant had an opportunity to view. The technology will also provide detailed retail shopping behavior, with the potential for measuring what retail establishments were shopped, and the time of day of the visit.