TNS Win Using PPM

Taylor Nelson Sofres (TNS) has won a contract with Belgian broadcasting companies VRT and VAR to research the listening and viewing habits of the Flemish community, which will use the Portable People Meter technology developed by Arbitron.

The project will provide VRT with a fast, accurate and continuous stream of qualitative information on the audio-visual media behaviour of its listeners and viewers.

This new approach to audience measurement will enable VRT to further optimise its roster of programmes. It will also provide VRT with the unique opportunity to analyse the synergy between radio and television. Because PPM allows for the continuous, minute by minute monitoring of radio audience, this project will help to improve the accountability of radio as an advertising medium. This is the first commercial implementation of a PPM panel in the world, although TNS have been successfully using this Arbitron technology within its television audience measurement service in Singapore for the past two years.

'This is an exciting development for the television and radio industry worldwide' said Mike Gorton, Global Head of TNS TV & Radio Audience Research. 'We at TNS are pleased to be working with Arbitron to pioneer the use of PPM technology. For the first time since radios became portable it is possible to accurately monitor radio audiences. The ability to monitor both television and radio exposure with the same device opens up tremendous opportunities for insight into audience behaviour. This TRAM capability is a huge step forward and we congratulate VRT upon this groundbreaking decision.'

The Portable People Meter (PPM) is a unique audience measurement system that tracks what consumers listen to on the radio and watch on television. The PPM is a pager-sized device that consumers keep with them throughout the day. It works by detecting and storing inaudible identification codes that have been embedded in the audio portion of any transmission.

The PPM system has been extensively tested by TNS Media in Belgium in the spring of 2002, leading VRT, VAR and TNS Media to initiate this full-scale project in 2003. A sample of 450 people are currently being recruited, with plans to grow this number as the project develops.

'VRT's innovative use of the Portable People Meter demonstrates that personal electronic measurement of media exposure has significant value that extends beyond basic ratings,' said Stephen Morris, president and chief executive officer of Arbitron.

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

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