Ipsos Tests Mobile Radio Measurement Device

In the UK, Ipsos MediaCT - Ipsos MORI's media, content and technology division - has commenced a field test of MediaCell, its mobile radio audience measurement system.

Ipsos MediaCT analyses media use across a broad range of traditional and digital platforms. Its MediaCell service uses handset software on a mobile phone to enable it to 'listen' for codes inserted by a radio station at the point of transmission. Respondents only need to carry their mobile phones for these codes to be detected.

Development of MediaCell commenced two years ago in partnership with acoustic data technology firm Intrasonics. Since this time, the system has been tested in laboratory conditions and undergone a field trial last year.

As part of its current test, Ipsos is working with a number of London-based radio broadcasters, and is planning to build a panel of 200 respondents who will deliver listening data on a daily basis.

'We have always been confident that electronic measurement is the future for radio. and see the mobile phone as the ideal candidate for a measurement device,' Richard Silman, Global CEO of Ipsos MediaCT commented. 'We feel the time is right for a new form of audience measurement for radio.'

Web sites: www.ipsosmediact.com and www.intrasonics.com .