PPM switched off in UK, on in Canada

UK/CANADA-- Canada's broadcasting ratings body has hired TNS and Arbitron to provide electronic measurement to the industry – while trials of the same system by the UK's radio ratings organisation have been ditched.

BBM Canada announced today that a joint bid by TNS and Arbitron had won the tender to provide ratings using the portable people meter (PPM) system, in what it said will be the largest meter panel measuring both TV and radio.

The organisation's CEO Jim MacLeod said: “BBM's goal in this process was to ensure that our electronic television measurement system was employing the most efficient and cost-effective technology available.”

Installation of the new system will begin in January next year, with a commercial launch set for autumn 2009.

In the UK, Rajar (Radio Joint Audience Research) has ended a test being conducted by TNS and Arbitron to measure radio using PPM, saying that “the pace of change and innovation within the industry needed swifter action than electronic measurement is able to offer at this juncture”.

Rajar managing director Sally de la Bedoyere told Research there were also “pragmatic reasons” behind the move – not least the decision by Barb (The Broadcasters' Audience Research Board) to pull out of the pilot, leaving Rajar to bear the full costs.

She said the PPM pilot highlighted “serious concerns” with respondent compliance, as well as problems with sample sizes, panel composition and the practicalities of operating a panel for the entire UK market. Rajar claims to have spent £3.5m on research using four different audiometers since 2001.

Nunwood has now been commissioned to design the online diary, which is to be field-tested in July.

“We're not closing the door on any methodology,” said de la Bedoyere. “But this is a long way off and we're not going to spend any more money looking at it. When they come back with solutions that might make it an affordable pragmatic option then we'll look at it again.”

“Since our last consultation on this four years ago there have been so many changes. Back then time-shifted listening and podcasting and so on were so minor. This way we'll be able to incorporate those things at a much more affordable price and much more quickly. And if they crack those issues with electronic measurement then that's great and we'll keep going with that.”

The body has also hired former PHD Media CEO Morag Blazey to conduct a review of the future of radio audience research, and draw up a three-year strategic plan to be published later this year.

Meanwhile Ipsos Media is continuing with tests of a mobile phone-based system in the UK. The firm's global research director Richard Windle told Research the firm has faith in the mobile phone as a measurement tool, despite the difficulties of electronic measurement.

Small scale tests are to be followed later this year by a trial panel, which could be commercialised in 2009.

Author: Robert Bain

Related links:

Arbitron ‘on track' to restart PPM rollout

Ipsos to test cellphone radio measurement system in UK

Arbitron considers picking up the phone

Rajar and Barb team up to pilot electronic measurement panel