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During a Bear Sterns conference call yesterday, Media Audit and Ipsos - the partners proposing to use software installed on smart cell phones to measure radio audiences - told Wall Street analysts they are ready to quickly roll out their service at a price that would be “very competitive” with Arbitron’s portable people meter service proposition, Mediaweek reports.
As one of the three finalists in Clear Channel’s request for ratings proposals, a full market test of 2,000 to 2,5000 panelists would begin this summer or fall, if Media Audit/Ipsos’ service received industry approval - which is partly contingent upon the results of a field test during the next eight to 10 weeks in Houston among 200 participants.
Agencies execs wonder if Media Audit/Ipsos can move quickly, seeing that it is a measurement technology that has not yet been tested or proven. “A new service would require a little more than a testing period of a couple of months and it has to be Media Rating Council accredited, which takes at least a year,” said Susan Nathan, senior vice president and director of media knowledge for Universal McCann, one of the 50 agencies using Arbitron’s portable people meter service.
Media Audit/Ipsos, Arbitron and MRI will make presentations to Clear Channel’s electronic radio ratings evaluation committee this Thursday and Friday.
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