Single Source As The ‘Holy Grail’ In Audience Research: An End To The Quest?

Arbitron is conducting a pilot study of the PPM Marketing Panel in Philadelphia. The purpose of this pilot is to assess the feasibility of combining basic PPM radio and television multimedia audience measurement with the collection of other valuable media and marketing information, from a “single-source” panel of consumers.

Passive Panelist Activities

Television viewing, both in and out of home
Radio listening, both in and out of home
Internet – streamed and site patterns
Shopping at select retail chains
Viewing selected commercials
Data integration of “rich” sales databases
Active Panelist Activities

Print readership (magazines, national and local newspapers, and FSIs)

Other shopping behavior

The single-source media exposure and store visit data are combined into one database for various marketing analyses, including studies of media plan optimization and advertising effectiveness.

Goal of the pilot study:

How do panelists comply with new research program?
Can in-store media be successfully encoded?
How effectively does PPM measure shopping behavior?
Does research deliver value to retailers and marketers?
Initial findings from the pilot study were presented by:
Linda Dupree, senior vice president, PPM New Product Development
Leslie Wood, president, Leslie Wood Research

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