A cost effective approach for measuring out-of-home viewing

Fernando Falcon
AGB IT SA Information Technology, Italy

INTRODUCTION

The portable meter is certainly an interesting concept that requires consideration when measuring out-of-home exposure of various kinds of media, including television. Several papers and conferences have been offered during the last few years about the use of portable meters and various tests are currently being undertaken by the developing groups and potential users to determine the feasibility of this concept in a real environment, in each type of media to be measured (see for example: Peter Meneer, “Audiometer Measurement – Proven Currencies”, ESOMAR Worldwide Radio Conference, June 2001).

Two kinds of portable meters have been offered so far in two different formats: pagers and wristwatches. Moreover, two alternative technologies have been under test comprising “audio coding” and “audio matching” techniques (see for example: www.arbitron.com, www.telecontrol.ch, www.rajar.co.uk).