Media Audit/Ipsos cell phone based Radio measurement to start in Houston.

America’s largest DMA’s (Designated Market Areas) will be the first markets to be surveyed with The Smart Cell Phone” said Bob Jordan, President of The Media Audit in announcing The Media Audit/Ipsos’ market roll out plan if its Smart Cell Phone measurement system is selected by the radio industry for radio ratings.

“The Houston technical and market tests are well underway. “Jordan noted. “These tests are the leadup to the full market test. With broadcaster support, we will start recruiting sample for the full market test in the fall with results expected sometime this winter. If The Media Audit/Ipsos is fortunate enough to be selected as the electronic radio ratings service, New York, Los Angeles and Chicago will be the first three markets to be surveyed after the completion of the full market test in Houston. Recruiting for these markets will depend on our gaining industry approval for The Media Audit/Ipsos electronic measurement system.”

“Based on the size, cultural complexity and importance of the markets, starting with the largest markets is an interesting challenge” said Jim Higginbotham, head of research and Chairman of The Media Audit. “We understand the markets and the inherent challenges and are confident as we have a major advantage. That advantage is the expertise of our partner Ipsos who already manages a panel of more than 400,000 respondents. Ipsos’ has the personnel, the systems, the expertise and experience in place to quickly swing into action and recruit the panels.”

“We have another major advantage,” added Bob Jordan, “and that advantage is in the hardware that will house our technology. The Media Audit/Ipsos Smart Cell Phone is the hardware. The technology is a software solution that is housed in the Smart Cell Phone. This means we don’t have to take into consideration any hardware production. All of the hardware is standardized, from the Smart Cell Phones to the servers at the radio stations. We don’t have to stock up. Everything is ready to go, which will enable us to move quickly. With approval, The Media Audit/Ipsos plans to roll out 12 markets in 2007” said Jordan.