The Media Audit And Ipsos 'Fully Committed' To Electronic Radio Measurement

THE MEDIA AUDIT and IPSOS MEDIA WORLDWIDE in joint announcement today (11/8) said they will start installing encoders in HOUSTON radio stations and initiate an "Expert Witness" in DECEMBER. Today's announcement comes five weeks after the firms were named in a suit filed by ARBITRON alleging patent infringement (see NET NEWS 10/11).

"We are fully committed to bringing U.S. radio and the U.S. advertising communities the fairest and most accurate electronic measurement system," stated THE MEDIA AUDIT Pres. BOB JORDAN and IPSOS MEDIA CEO RICHARD SILMAN.

JORDAN explains, "The Expert Witness test is a critical step in THE MEDIA AUDIT/IPSOS' introduction of its electronic measurement in AMERICA. Here, the current diary-measurement system measures 'perceived radio listening' while electronic devices measure 'actual exposure.' The metrics of these two different measurement systems need to be evaluated and documented thoroughly in order to fully evaluate the significance of their differences.

"We believe the selection of an electronic measurement system is far too important to be made without an 'Expert Witness' test in which both a diary measurement and a metered measurement come from the same respondent in the same test. No other research company has done such a test.

"There is also a need to understand the importance of the device that is used to electronically measure audience estimates. Different data collection devices can have a significant impact on audience estimates if panel members are more likely to have one device with them at all times over another measurement device. Thus, we have a responsibility to work with the radio and advertising community, in understanding and adapting to the effects these differences have on the results."

Ipsos Expects US To Back Smart Cell Phone

IPSOS believes the key strengths of the SMART CELL PHONE becoming the most important monitoring device are a passive measurement device, cooperation in getting people to agree to participate in a panel, and compliance in getting people to have the monitoring device with them at all times.

Commenting on the SMART CELL PHONE measurement system, SILMAN said, "We have had great interest in our SMART CELL PHONE media measurement system from around the world and expect the U.S. market to similarly welcome this technology.

"A number of prospective clients have highlighted the power of the cell phone for media measurement by saying it is a 'want-to-carry device rather than a have-to-carry device.' We are committed to working with the U.S. radio and agency communities in bringing the strengths and benefits of the cell phone to American media."

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