Smart Cell Phone To Take On The People Meter

The Smart Cell Phone, which THE MEDIA AUDIT plans to use in its new media measurement system in the USA, has received a vote of confidence from RAJAR, the BRITISH consortium that oversees radio measurement. THE MEDIA AUDIT has teamed with BRITISH media measurment giant IPSOS to make a bid to CLEAR CHANNEL to provide ratings info. Competing technologies, such as ARBITRON's Portable People Meter and the Eurisco Meter have also received RAJAR approval.

BOB JORDAN, President of THE MEDIA AUDIT, said "These results prove our technology is solid and we are on track and progressing very rapidly. In a few weeks we expect to announce our first field test for late spring. With industry support we will do a full field test starting in the summer."

Radio will be able to tie in shopping patterns to radio schedules.

The Smart Cell Phone monitoring system was developed in much less time than its competitors (14 months) due to the fact "that we haven't had to develop any hardware," said KEVIN MACKAY, Managing Director of BRITISH R&D company i-QUEST, and head of the Smart Cell Phone Research and Development Team. "Our monitoring solution is software based and is designed to exploit industry standard technologies throughout, like the burgeoning Smart Phone/PDA technology. This gives us a major advantage over virtually all of the other media measurement companies that have to develop hardware."

The Smart Cell Phone will not only be capable of monitoring radio, TV, cable and Internet. Through periodic surveys it will pick up print publications, and it also includes a GPS system that will tie in "location of listening" as well as retail shopping patterns. JORDAN said, "It is designed to help radio increase its share of advertising dollars in two ways: 1) Using the multi-media information radio can show its delivery in a multi-media mix, and 2) Using the shopping information from the GPS, radio will be able to tie in shopping patterns to radio schedules."

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