Kroger Encoded In-store Audio For Arbitron PPM Trial.

Arbitron Inc. announced that 100 Kroger stores in the Houston area will participate in the market trial of the Arbitron Portable People Meter (PPMSM) system.

Beginning (date), the stores will use audio programming from In-Store Broadcasting Network, which provides an in-store music service and broadcast advertising network for Kroger in Houston. The audio programming will be embedded with unique PPM identification codes supplied by Arbitron. These codes are inaudible and can only be detected by a PPM. When an Arbitron PPM survey participant enters one of these retail outlets, the Portable People Meter will detect the codes and report that the individual has been exposed to its in-store audio programming.

“By adding PPM codes to Kroger’s in-store audio in Houston, we’ll be able to demonstrate how the PPM can gauge the store traffic that advertising generates,” said Pierre Bouvard, president, Portable People Meters, Arbitron Inc. “Without asking the a PPM survey participant to do anything additional, we would be able to measure the retail visits as easily as we measure the audience that is exposed to the stations that carry the advertising for the retailer. This will enable PPM to provide powerful measures of return on investment and accountability by correlating local media exposure with retail store traffic.”

According to Scarborough Research, Kroger stores are visited by at least 51% of the adult population in Houston over the course of a typical week.

Previously, Arbitron announced that Best Buy, Gap, Gallery Furniture, National CineMedia and Old Navy are also participating in the Houston PPM demonstration.