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While Arbitron waits for Media Rating Council accreditation before going live with its PPM service in Houston, The Media Audit released a limited study supporting the use of cell phones as the electronic measurement device for radio. Sixt-six percent of respondents said they were more likely to participate in a radio study by carrying a cell phone compared to 18 percent who preferred a pager.
“This is a landmark study,” said Bob Jordan, president of The Media Audit, which has partnered with Ipsos to develop a smart cell-phone based electronic ratings system as an alternative to Arbitron’s portable people meter service, Mediaweek reports. “The less disruptive the monitoring device, the more inclined people are to cooperate.”
Arbitron quickly dismissed the study: “‘Landmark’ is an awfully big word to describe a telephone survey that asked a single hypothetical question among only 1,000 people. That’s exactly half the size of the number of people who have been really carrying PPMs in Houston for the past year.”
The Media Audit/Ipsos proposed their smart cell-phone-based measurement service last year through Clear Channel’s electronic measurement RFP committee and was named a finalist, but its work has been overshadowed by Arbitron’s progress in testing its PPM system and signing up some of the nation’s largest broadcasters.
The Media Audit/Ipsos was slated to begin its test program in Houston in May. So far, Mediaweek reports, it has barely moved from the concept stage.
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Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
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Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
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Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
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