Sobre a Eurisko, o EMM e o PPM

«(...) Eurisko Media Monitor (EMM) is adaptable for any customers needs. “It is not a watch, pen, necklace or mobile phone but it could be any of these.”

Electronic measurement as currently developed relies on two technical methods; watermarking and sound matching. Arbitron, developer of the Personal People Meter (PPM), uses a watermarking technique that embeds identifying codes in a stations transmitted signal. The Swiss-developed RadioControl device uses sound matching.  Eurisko settled on sound matching. Requiring stations to embed codes in their signals was considered “impractical,” according to Mezzasalma. “It gives power to the stations to discontinue the service,” he said. (...) According to Mezzasalma, who has carefully studied watermarking methods, the PPM requires five minutes to identify a signal. “Five minutes is a lot of time,” he said. “Television clients would find this unacceptable.”

Radio measurement is not uniformly organized throughout Europe. Where joint industry committees are in place, broadcasters – public and private – and the ad industry, decide what is measured and how it is done. More common are individual and competitive market research companies who determine methods and sell the service to broadcasters and media buyers. GfK and TNS Gallup provide media measurement services in several countries. GfK, the licensed provider of Radiocontrol, offers its service in the UK and has conducted tests for broadcaster groups in other countries.

(fonte: Italian Company Enters Radio Measurement Competition, Follow the Media, Michael Hedges February 1, 2005)