Arbitron To Offer Some Details About 'Project Leapfrog' Next Week
May 13, 2011 at 4:24 AM (PT)
In Mid-MARCH (NET NEWS 3/15), ALL ACCESS reported that ARBITRON was considering a web/mobile-based diary, dubbed "PROJECT LEAPFROG," to continue improvements on PPM sample improvement. At that time, ARBITRON held a conference call and confirmed that report -- without offering much new information on the project, or its launch date.
We are closer to learning that launch date, as ARBITRON has scheduled "Project LEAPFROG: Testing a New Approach to Measuring Diary Markets," for TUESDAY, MAY 17th at 3p.
What Is LEAPFROG? We learned in MARCH that LEAPFROG is not the brand name we should expect to see when finally implemented. Instead, the project received its name to "communicate the idea of stepping significantly beyond where we are now to leap forward to a new approach," said SVP/Marketing BILL ROSE. This new design for web-based measurement had its genesis in the e-diary, which was attempted five years ago, but lasted a mere 30 days. That offering also offered diarykeepers the option to keep a paper diary -- where LEAPFROG will not.
Look for details as they happen, right here in NET NEWS next TUESDAY.