The Media Audit Releases More Info About Houston Tests
March 28, 2006 at 6:02 PM (PT)
THE MEDIA AUDIT/IPSOS has released further information about their much-publicized HOUSTON media tests, which are scheduled to take place in MAY, with test results shared with the industry later in the month.
"We're moving thoughtfully fast and I'm pleased to say we're right on schedule" said THE MEDIA AUDIT Pres. BOB JORDAN. "The radio and advertising community are on the verge of making a major decision that will be a sea change in the way radio and media is planned, bought and sold here in AMERICA. We understand we need to do tests each step of the way. We believe that an expert witness test is mandatory and we will be the first to do such a test."
3 Testing Modes
In explaining the mechanics of the study, THE MEDIA AUDIT Chairman and Head of Research JIM HIGGENBOTHAM said, "We will assess radio listening through 3 modes: the Smart Cell Phone, a telephone 24 hour recall, and a 7-day diary."
Continued HIGGENBOTHAM, "A couple dozen people, 'friends and family,' will be asked to participate in this first study. We use friends and family because we are looking for them to follow directions precisely. We will ask these 'expert witnesses' to carry the Smart Cell Phone meter in the same way we will ask the panelists to carry the meter. In addition, we will ask them to record in a diary exactly what radio listening they are doing. In addition we will contact them on various days and do a 24 hour recall of what radio listening they did.
"The results of each observation will be compared. We expect we'll get a high degree of correlation. But where the data doesn't correlated we'll do additional probing of the participants. With these insights we start to define listening holes [which are defined as times the company believes when radio listening is being done but the respondent doesn't have the meter with them]."
Continued HIGGENBOTHAM, "I should emphasize this test does not involve any calculations or ratings. We just want to define when there is radio listening and the meter isn't picking it up. Once we have defined the "listening holes" we will discuss a variety of solutions with an industry committee of media researchers, planners, buyers as well as general market and ethnic radio broadcasters."