The Media Audit& Ipsos Join Forces To Bring New Radio Audience Measurement System.

The Media Audit and Ipsos have joined forces to market a new passive media audience measurement system for the media industry in the US. The two companies came together in response to the radio industry’s interest in an alternative ratings
service that will use technology to monitor radio listening and include new ways to sell radio’s advertising strengths . Most recently Clear Channel Radio, the largest US radio operator, lead the way when it announced an RFP for an alternative measurement system.

“Radio measurement has remained the same over the past 40 to 50 years” says Bob Jordan, President of International Demographics, Inc. publishers of The Media Audit. “Yet the media world that the measurement system is trying to measure has changed dramatically. With our partner, Ipsos, we have a system that will take radio to the next level.”

The Media Audit / Ipsos new audience measurement system includes two forms of monitoring software. One form is an encoded watermark embedded in the broadcaster’s audio signal. The second form is an audio matching technology that will measure broadcast signals of those stations that are not encoded. The open-technology solution is unique in that it does not involve the manufacture of hardware. The Smart Cell Phone, via the Ipsos software, monitors the individual’s exposure to radio, other electronic media, the internet and out-of-home. In addition it has the facility to track retail shopping patterns via a GPS system.

According to Bob Jordan., “The new system will go way beyond the traditional AQH/Cume audience definitions that in some ways have limited radio’s ability to increase its share of ad dollars. The new system will help re-define radio and its value in the context of its role in a multi-media mix and how it targets specific consumer groups.”

“Cooperation of survey participants is a critical component of good research” says Richard Silman, Global CEO of Ipsos Media. He notes, “We believe that cell phones are such an integral part of most peoples’ lives that we will get a high degree of cooperation and compliance with survey participants via their cell phone. This applies particularly to the younger demographics. This will result in a greater degree of reliability and accuracy in audience estimates. More advertisers will be able to invest in radio with a feeling of greater reliability.”

According to Ipsos the Smart Phone solution offers a number of unique advantages:

• The Smart Phone is a familiar device that does not require the respondent to carry a piece of equipment that may attract curious glances or questions from friends.
• It does not require the research firm to manufacture special hardware for signal embedding or detection.
• The power and functionality of the device will increase in line with developments in Smart Phone technology.
• Although the development work thus far has concentrated on the signal encoding approach it will also incorporate an audio matching capability in the same device.
• The system offers the potential for very large samples. In due course anyone who has a Smart Phone will be able to participate once the software has been downloaded to them.
• As a device for transporting the software, Smart Cell Phones will insure a greater degree of compliance in usage of this audience measurement system.