Univision Agrees To Encode Houston Stations For Smart Cell Phone Testing
March 22, 2006 at 3:48 PM (PT)
UNIVISION RADIO has become the latest broadcaster to agree to encode their HOUSTON stations for THE MEDIA AUDIT/IPSOS' Smart Cell Phone testing. The company has seven radio stations in the HOUSTON market. The addition of UNIVISION brings the count to 26 stations that have signed up for the tests in less than 2 weeks.
"Partnering with UNIVISION RADIO is a significant step forward because we know that while Hispanics are similar to the general market, their media consumption and lifestyles can be different. The ability to encode the Hispanic stations will help us in our test to better understand how to fairly and reliably report radio listening in the market," said THE MEDIA AUDIT Pres. BOB JORDAN. "Electronic measurement is a new field for all of us -- radio, agencies and marketers alike, and we see adoption of a new measurement system as a partnership where we all have a stake in doing it right."
Other groups that have committed to encoding for THE MEDIA AUDIT/IPSOS tests include RADIO ONE, COX RADIO, CBS RADIO and CLEAR CHANNEL.