Telemóvel da IPSOS readmitido nos testes da RAJAR

Desenvolvimentos sobre o negócio da medição electronica de audiencias, nomeadamente na GB e em concreto sobre a exclusão do sistema da Mediawatch nos testes da RAJAR:

«After the GfK RadioControl watch was kicked out of the exhaustive test (“One of the devices clearly did not work,” said an anonymous observer close to the RAJAR board) RAJAR held up most of the scheduled trials so Ipsos could get it’s new gizmo together, a solid year after the others. Better to have three to choose from than only two.

The Ipsos gadget is based in a cellphone. The advantage being that compliance is always a problem and everybody carries a cellphone. And the Ipsos device will measure every platform – radio, TV, cable, internet – and have a GPS locator so maps can be drawn showing exposure to billboards and shopping centers. Does anybody want to see the privacy policy?

Certainly not ad agencies who love all data: good, bad or ugly. And since they make the broadcasters pay for it all, why not demand more, more, more?(...)

Arbitron’s Brad Bedford, in a telephone conversation last summer about the Ipsos cellphone, asked the very simple question: “Is somebody going to carry two cellphones, one with your address book and one to measure radio?”

Eurisko, now owned by GfK NOP, hasn’t entered the US battle. Typically cheerful VP Andrea Mezzasalma said “We can put the Media Monitor in anything; cellphone, pager, ballpoint pen.”

(fonte: Follow the Media, Ipsos Cellphone Radio Measuring Thing Maybe Included in RAJAR Tests, Michael Hedges February 24, 2006)

A grande vantagem deste sistema é que incorpora a ideia do PPM (uma sinal incorporado na emissão) com uma espécie de medidor de todos os sinais audio que se escutarem: "The Media Audit and Ipsos have joined forces to market a new passive media audience measurement system 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...

"The Media Audit / Ipsos new audience measurement system includes two forms of monitoring software—an encoded watermark embedded in the broadcaster's audio signal and an audio matching technology that will measure broadcast signals of those stations that are not encoded. "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...

"The Media Audit will initiate a field test of the Ipsos watermark software in mid-year 2006 in the U.S."» (fonte: http://www.kurthanson.com/archive/news/022406/index.asp)