Clear Channel Picks Radio Measurement Contenders

US-based Clear Channel Radio has picked seven finalists to provide a new 'state-of-the-art' radio audience measurement system. Details of one of the chosen proposals - a joint submission from Ipsos and The Media Audit - was released by the companies yesterday.

Clear Channel chose seven finalists from the 34 submissions it received following its request for proposals in June. The other finalists are Arbitron, Integrated Media Management, Mediamark Research, Paladin Adsolutions, RadioStat and Simmons.

The evaluation team will comprise representatives of radio companies, media buyers, advertisers and industry professionals. The radio companies participating are ABC, Bonneville, CBS Radio, Clear Channel Radio, Cox Radio, Emmis, Entercom, Greater Media, Journal, Regent and Susquehanna. Media buyers include CIA Media:Edge, Initiative, Mediacom and MPG, while Ford Motor Company represents advertisers. The company hopes to choose a method by early March 2006.

John Hogan, CEO of Clear Channel Radio, says: 'As an industry, we are one step closer to more accurately and credibly measuring radio's true performance and value to advertisers.' He says all finalists have 'the potential to provide information that is more accurate and timely than the current diary system, as well as the ability to gather radio listening data in a more 'real life' setting than a recall based methodology can'.

The Ipsos/Media Audit system uses a 'Smart Cell Phone' to automatically measures individuals' exposure to radio. Software is downloaded to the phone, and measures radio listening in one of two ways: either via a code embedded in the broadcaster's audio signal, or via an audio-matching technology to measure the broadcast signals of those not encoded.

According to Ipsos, the Smart Phone solution has two key advantages over existing systems. Firstly, it is a familiar device that respondents are used to carrying, which will allow for large samples and greater degrees of compliance. Secondly, it does not require the research firm to manufacture special hardware for signal embedding or detection.

Lab tests for the software are in their final stages, and 'golden ears' tests will start early next year. The Media Audit will initiate a field test in the US in the middle of next year.

Bob Jordan, President of International Demographics - publishers of The Media Audit survey - says the new system will 'help re-define radio and its value in the context of its role in a multi-media mix and how it targets specific consumer groups'.

Richard Silman, Global CEO of Ipsos Media, explains the research thinking behind the new system: 'We believe that cell phones are such an integral part of most peoples' lives that we will get a high degree of co-operation and compliance with survey participants.' He says this will make audience estimates more reliable and accurate, and will mean that 'more advertisers will be able to invest in radio with a feeling of greater reliability'.

Ipsos is online at www.ipsos.com . Details of The Media Audit are at www.themediaaudit.com . Clear Channel's web site is at www.clearchannel.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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