Telemóvel preferido para medir audiências

A Media AUdit/Ipsos labora em favor do seu telemóvel, contra o pager da Arbitron (PPM).

«A recent radio study shows 35% to 40% of participants in the study are more likely to routinely carry a cell phone than a pager device to measure radio audiences. This is one of the many findings of a telephone study of 1,000 randomly selected adults commissioned by The Media Audit/Ipsos, one of two companies competing for the US electronic radio ratings contract» (fonte: «New Study Indicates Pager-like Device May Be Reason for Lower Listening Levels with PPM», MediaAudit, 21/7/06)

Preferred Monitoring Device by Research Participants
	Cell Phone	Pager	Advantage of Cell Phone over Pager
Male	6%	21%	300%
Ages 18-34	71	22	323
Non-white	72	18	400
Source: MediaAudit/Ipsos, July 2006