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The Media Audit and Ipsos are still “firmly committed” to electronic radio measurement in America, the companies announced today.
“We are fully committed to bringing U.S. radio and the U.S. advertising communities the fairest and most accurate electronic measurement system,” Bob Jordan, President of The Media Audit, and Richard Silman, CEO of Ipsos Media Worldwide, agreed in a statement.
This announcement comes five weeks after the firms were named in a suit filed by Arbitron alleging patent infringement. In making this joint announcement, Jordan and Silman confirmed their partnership will start installing encoders in Houston radio stations and initiate an “Expert Witness” in December.
“The Expert Witness test is a critical step in The Media Audit/Ipsos’ introduction of its electronic measurement in America” commented Bob Jordan. “Here, the current diary measurement system measures ‘perceived radio listening’ while electronic devices measure ‘actual exposure’. The metrics of these two different measurement systems need to be evaluated and documented thoroughly in order to fully evaluate the significance of their differences.”
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