Audience measurement using RFID and PPM

This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years.

Audience measurement using RFID and PPM

Pat Pellegrini

Radio Frequency Identification (RFID) has moved from relative obscurity to mainstream press attention in recent years. RFID successes in helping speed the handling of manufactured goods and materials, from warehouse-size packets to individual-item level tagging, continue to bring this technology greater acceptance. This article focuses on the future of this technology for marketing and multimedia research – an area previously largely ignored.

Experiments combining RFID and the Arbitron Portable People Meter™ (PPM) for multi-media audience measurement are presented as examples.

The PPM uses an inaudible identifying code and time stamp in a...

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