CBS Radio Signs On For Houston Smart Cell Phone Tests
March 16, 2006 at 4:56 PM (PT)
CBS RADIO has agreed to participate in THE MEDIA AUDIT/IPSOS tests of its Smart Cell Phone meter in HOUSTON. Earlier in the week, RADIO ONE and COX RADIO agreed to participate in this research testing.
"We are impressed with how quickly THE MEDIA AUDIT/IPSOS team is hitting its milestones in bringing the radio industry an alternative electronic ratings service. The MEDIA AUDIT/IPSOS formally applied to the evaluation committee in December and is now preparing for a market test 3 months later. That's impressive. Clearly they have a plan and they know what they are doing," commented CBS RADIO Pres. JOEL HOLLANDER.
"We see the move to electronic media measurement as a partnership between radio, advertising agencies and THE MEDIA AUDIT and its partner IPSOS. This spirit of partnership is evidenced with the cooperation of industry leaders like JOEL and his team" stated THE MEDIA AUDIT Pres. BOB JORDAN. "There is an interest on the part of some advertisers and agencies to move to electronic measurement as quickly as possible. We hear them and with the kind of cooperation we have been getting this week, we can move quickly. Our uncompromising mission is to do it right and to do it right every step of the way."