Portable Meters: Fact and Fiction—Part II

This paper was originally presented at the European Radio Symposium on November 4, 2009 in Istanbul, Turkey and is being published by RBR-TVBR as a four part series.

Part 2: Five, Maybe Six, Competing Meters

While Arbitron may have been the first to develop and test a portable meter, the field of competitors now includes at least five other legitimate meter systems. These include GfK TeleControl and their Media Watch (now in its third generation), the Eurisko Media Monitor, Nielsen's Go-Meter; IMMI (Integrated Media Measurement Inc.), and IPSOS 'Media Cell. Arbitron, GfK Tele Control, Eurisko and Nielsen have all developed and built custom meter devices, while IMMI IPSOS and embed their audio signal detection technology inside a Smart Phone.

It's also rumored that France's Mediametrie and Japan's Video Research are working on portable meters.

Two Technology Approaches

There are essentially two different technologies to Identifying audio signals.

Arbitron and IPSOS use audio encoding (also known as watermarking) where a unique, Inaudible code is inserted in real time the audio signal. Encoding requires cooperation broadcaster to install encoders, Which Can Be a Challenge under some circumstances, such as when needing Thurs Encode out-of-market stations (who have no interest or receive any value from participating) and addressing the proliferation of multiple and non - traditional distribution channels. Encoding also requires investment in a complex code management system Thurs Insure the integrity of the data and prevent it potential abuse by unethical parties.

Encoding does offer the advantages of positive platform (ie AM / FM / LW, digital, Internet), since a unique code can be inserted on each distribution channel. The code can also include a "time-of-broadcast 'code, that when compared to the time of detection from the meter, can identify time shifted exposure well after the actual broadcast (up to 28 days in the Arbitron system.)

GfK Tele Control, IMMI, Nielsen Eurisko and use the audio or signature matching, where the portable meter captures a small audio sample Which is later compared to samples taken of all reportable audio captured from central monitoring sites. Depending on the number of signals / stations to be reported, the number of monitoring sites required and the amount of "signature data" to be collected Significantly can add to the costs and complexities of operating the system.

Time-shifted exposure reporting is usually limited to 7 days, buts that's normally within the desired reporting window. Platform identification for simulcast programs can often be determined through an analysis of the Inherent time delay in digital broadcasts.

Both encoding and matching are capable of reporting audience estimates average at the minute level. The GfK Media Watch claims to be Able to report at a 10-second granularity.

Two Design Approaches

There are two basic approaches to designing a portable meter. Arbitron, Eurisko, Nielsen and GfK TeleControl have designed their meter Thurs function Solely as a device Thurs measure media exposure, although GfK their meter has been designed as a functioning watch, so there is added value for the survey participant. There has been much debate over this 'custom' approach meter as opposed to marrying the signal identification technology with another electronic device such as a cellphone or PDA. A custom meter (ie one designed exclusively for media measurement) has less potential bias participants Thurs media habits as a cellphone with a built-in FM receiver potentially could. A purposely-designed and manufactured meter is Likely To Have a more stable operating system, but is also obviously more expensive than adapting another device Thurs also measure the media exposure.

The Arbitron, Nielsen and Eurisko meters CLOSELY resemble small cell-phones or pagers, while the Tele Control GfK Media Watch is obviously a watch, therefore potentially Achieving better compliance. In practice however, both the Media Watch and the Arbitron PPM attain remarkably similar high compliance rates, with the media carry or wear times exceeding 14 hours a day for most demographic groups. However, Arbitron's incentives (paid as cash) are substantially greater (at least in the U.S.) than GfK utilizes.

It addition, a media-measurement-only devices require the survey participant to remember and carry another device for a task they may or may not be very committed to. As a result, compliance is potentially lower and requires more extensive and costly compliance procedures and management techniques.

Both IMMI and the IPSOS have embedded their audio identification technology inside a cellphone, "Which is extremely attractive from a number of perspectives. First, there is the potential for extremely large samples, especially if the identification software can be preloaded or uploaded remotely. Second, compliance is Likely to be high (reducing incentive programs and other compliance management costs), given that people are Likely to remember to carry their cell phones or PDAs at all times. Third, data collection could be continuous and over existing networks.

However, there are concerns from the research community about using what is essentially a media device as a media measurement instrument and any potential bias that may introduce. Additionally, only "Smart Phones" (currently estimated to be about a third of all cell phones) are capable of acting as a media meters and then again, possibly only those with certain operating systems. Other concerns are varying degrees of microphone sensitivity among phone models, detection capabilities with Bluetooth and wired headsets and battery drain.

Compliance Is King

Perhaps the most important aspect of confidence in portable meters is knowing if they are being carried or worn Sufficiently In order to produce credible and reliable audience estimates. The most common method of monitoring compliance is through motion detectors build into the portable meters. Very sensitive motion detectors, known as accelerometers, are capable of recording very slight movements, such as breathing, and can Effectively track if the meter is 'with' or 'is' the person has a minute-by-minute basis.

Compliance managers can review the motion data on a daily basis if desired and contact survey participants Thurs Encourage or 'coach' them into better behavior.

Two research meters (the Eurisko EMM, and IPSOS Media Cell) incorporate GPS tracking into their compliance monitoring methods. A GPS capability could also offer potential for measurement of outdoor media and retail store visits. Tele Control GfK plans to add GPS into a future version of the Media Watch.

Portable Meters: Fact and Fiction—Part II