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Arbitron Test Run New Audience Measurement Device

Media research firm, Arbitron, has begun the first field tests of a new method of audience measurement for television and radio.
The new device – the personal portable meter (PPM) – is the size of a pager, and is carried by people listening to the various media. The device picks up an inaudible identification code which each of the participating broadcasters have inserted into the audio portion of their signal. Each evening, participants place the meter into a home based docking unit, which recharges the battery and extracts data from the PPM, transmitting it via modem to the central processing facility.
The radio broadcasters who are currently encoding their signal as part of the tests are: Classic FM, Talk Radio, Atlantic 252, Galaxy 102, Radio City 96.7FM, BBC GMR and Jazz FM 100.4. Television broadcasters include BBC1, BBC2, Channel 4 and Granada.
Arbitron has spent $10 million developing the new media technology over the past 6 years. The PPM will be live tested on 50 people in 23 households in Manchester. The first stage of the test will assess how stringent people are at carrying and docking their PPMs, and a larger test will evaluate the audience ratings produced by the new system.
According to industry sources, the new PPM is a method for the future, and will enable accurate measurement of digital radio and television audiences, something which current measurement methods (BARB for television and RAJAR for radio) are not able to produce accurately, being counted as ‘Other Viewing’ in the case of BARB.
Currently, RAJAR audience measurement is carried out by IPSOS-RSL using the audience diary method (see Newsline). BARB’s research is carried out by Taylor Nelson Sofres using boxes attached to the back of the television. However, Arbitron will apply for the BARB research contract when it goes up for tender in 2001.
A system such as the PPM could significantly enhance the information available to advertisers when booking and analysing campaigns on TV and radio. Alongside the channel or station identifier, individual adverts could carry their own inaudible identification codes which would allow a precise analysis of who watched which advert, when and where.
Arbitron’s vice-president, Jay Guyther, believes that the new PPM could revolutionise audience research: “Today’s increasingly complex media environment demands an audience measurement technology which can actively track people’s interaction with all their media choices. With the field test of the PPM, Arbitron is demonstrating that it’s ahead of the world in the development of the sophisticated ratings technology that the electronic media need.”
Arbitron: 0171 490 5944