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Next Stage for Ipsos 'Phone-based Radio Measure
In London, Ipsos MediaCT has established a test panel of just over 350 respondents for its mobile phone-based radio measurement system, MediaCell. The move follows successful initial trials of the device.
The test, to be run for a minimum of a year, will passively measure panellists' radio listening, using software on smartphones to detect codes embedded in signals by radio stations.
'Though wholly funded by Ipsos MediaCT, the project builds on Ipsos' existing co-operation with RAJAR and will involve the BBC, Global, Bauer, Absolute, Smooth and TalkSport stations, along with four major mobile operating systems iOS, Android, RIM and Symbian.
Marco Barbaccia, technical head of the project to develop a real-time encoder and a smart phone 'app' decoder, says the larger-scale deployment is ahead of schedule.
Paul Kennedy, Research Director of RAJAR, says his organisation will work with Ipsos MediaCT in examining the results as the data becomes available: 'We are continually monitoring alternative measurement techniques and this particular development has strong potential.'
Web site: www.ipsos.com/mediact .
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