Measurement First for PPM in Iceland

Iceland has adopted the Arbitron PPM system, under licence from TNS, as its audience measurement currency for both radio and television – the first instance worldwide of a meter system being used for electronic collection of data on both audiences.

The six year contract for Iceland's three major TV and radio stations was won by Reykjavik-based research and consulting firm Capacent, whom TNS Norway will support in setting up and running the panel.

Andrea Mezzasalma, TNS Global Sector Head for iTRAM (Internet, TV and Radio Measurement), comments: 'We are excited that this contract secures a world first in that it will use the same panel to collect both television and radio audience data as the official currency.'

Hafsteinn Már Einarsson, Capacent's Director of Market Research Development and Corporate Communication, added: "We're delighted about getting the contract and wish to thank TNS Norway and Arbitron USA for their help and support in the long and extensive selection process.'

Jørn Y. Leipart, Director of iTRAM at TNS Gallup in Norway,says TV and radio audience measurement in Iceland has until now used weekly diaries kept by panel members. 'The new technology will provide significantly enhanced information about Icelandic TV and radio audiences.'

PPM was first used on a commercial panel for VRT in Belgium in 2003 and has provided the TV currency in Montreal & Quebec since 2004. Last year UK bodies BARB and RAJAR began a Research & Development panel using the device. In the USA, Arbitron is establishing PPM measurement in its top 50 radio markets starting in Philadelphia, with first currency reporting at the end of this month (April).

TNS' iTRAM business (internet, Television & Radio Audience Measurement) has been working together with Arbitron to promote the PPM internationally since 2000. TNS now has over 65,000 PeopleMeters in operation in almost 40,000 households globally.

The PPM works by detecting unique codes embedded in the audio portion of any transmission to which the respondent is exposed, and can track digital as well as analogue broadcasts.

Capacent is a management consulting, research and recruitment company with bases in Denmark and Iceland. Backed by local companies including KPMG consulting and Epinion in Denmark, IMG Gallup Research, KPMG consulting and Deloitte consulting in Iceland, it is online at www.capacent.com . The other firms are online at www.tns-gallup.no and www.arbitron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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