The Media Audit/Ipsos announced Tuesday that its smart cell phone-based measurement system technology has passed a lab test by RAJAR, the U.K. radio ratings consortium, adding that it will announce this spring the details for the full field test set for this summer, writes MediaWeek (via MediaBuyerPlanner). Ipsos is positioning the technology as a viable competitor to Arbitron's portable people meter.
Both companies are among the seven finalists in Clear Channel Radio's selection of a new radio ratings system. Both Arbitron and Ipsos have designed multimedia solutions to measure radio, TV, cable and internet exposure.
The Media Audit said that by not having had to develop any hardware, its smart cell phone has an advantage over other systems. Arbitron refuted the viability of a "dual use" electronic device Tuesday, saying that using a cell phone to measure media behavior would create biased ratings because different age groups use cell phones differently.
