Tuesday, June 22, 2010
A New Meter for PPM
Perhaps the bigger news here is behind the scenes as Arbitron buys out IMMI - Integrated Media Measurement Inc. You may wonder - who are these guys? Here is their website. They have been around for at least 3 years and have developed a full 'smart phone' system for collecting data on the media (radio, TV, Web, DVD, DVRs, maybe even more). The system takes an audio sample from the smart phone every minute and then feeds the digital picture of the audio to the IMMI computer which compares the sample to what it has on file for any media it is measuring and matches up the data. It is a lot like the BDS system we use to track airplay for music. They have actually been measuring radio in a few markets but really haven't tried to sell much to radio operators focusing on the advertisers instead.
This could be the move to do all of the data collection on Cell Phones instead of PPM devices in the future. And watch as Arbitron also moves into measuring all media usage with a cell phone system.