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Ipsos Cell Phone Smart Enough
RAJAR, the UK's radio audience research body, has given an initial thumbs up to the Smart Cell Phone technology developed by Ipsos in collaboration with The Media Audit in the USA, clearing the way for it to join Eurisko and Arbitron meters in ongoing trials.
Paul Kennedy, Director of Research for RAJAR, said the Smart Cell Phone meter lab test results met the same thresholds as did the other meters tested from Eurisko and Arbitron. 'The RAJAR tests are numerous and rigorous. Prior to field testing we must undertake an independent lab test that assesses the sensitivity of the meter to mimic the human ear in picking up the appropriate programme material.' The meters were tested to pick up codes from a cross section of music and talk formats, in simulated real life situations, at various volumes with different background sounds including a shopping mall and a car interior.
According to Media Audit President Bob Jordan, 'The first series of tests by RAJAR answered any skepticism that might have existed about the capabilities of the Smart Cell Phone as a centerpiece for our new media measurement system'. Jordan expects a first field test in late spring and a full one in the summer.
Development of the Smart Cell Phone has taken just 14 months from concept to passing the RAJAR tests. Kevin Mackay, MD of UK based research and development company i-Quest and head of the Smart Cell Phone Research and Development Team, says one of the reasons is the absence of the need to develop hardware, which all other solutions have involved. The phone is designed to monitor radio, TV, cable and Internet use, all through audio monitoring, and will use a GPS system to tie in 'location of listening' as well as retail shopping patterns.
The companies are online at www.ipsos.com , www.themediaaudit.com and www.i-questltd.com .
RAJAR's timeline for the selection of monitoring systems is available on its web site at www.rajar.co.uk . Tenders were submitted in November 2005 and data from fieldwork tests for the two current contenders, the Arbitron PPM and Eurisko Media Monitor, was submitted for evaluation last month.
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