Monday, June 21, 2010

Means To An End?

I’m all for any advance that will improve ratings accuracy and preciseness – starting with sample/panel size – so I’m certainly not dismissing Arbitron’s announcement of its PPM 360 technology out of hand.

Instead, I’ll share this December post from former Arbitron Senior Vice President, Ratings Services, Jay Guyther and hope that this news – and more importantly and also announced today, the news that Arbitron has purchased IMMI’s cellular phone-based technology that captures consumer cross-platform media usage – is all a means to a good end: larger panels at lower cost.

As radio audiences continue to fragment, there will be an increased demand for larger sample sizes. In the U.S., Arbitron’s PPM panels are one-third the size of the previous quarterly diary sample…

"For continued success, development of new generations of meters must be continuous and come much faster. The costs, both the equipment costs and the system operating costs, must be greatly reduced so sample sizes can be substantially larger making electronic measurement more attractive and affordable to more markets.

“The ability to efficiently and inexpensively embed signal identification technology into a consumers existing personal electronic device, while maintaining the necessary research quality, is the only solution to building large cost-effective panels…

I’m hoping that today’s steps are two of many that will be quickly taken to that end.

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