Progress towards media mix accountability – Portable PeopleMeters' (PPM™) preview of commercial audience results
Roberta M. McConochiePortable People Meter Client Relations, Arbitron Inc., United States
Leslie WoodLeslie Wood Research, United States
Beth UyencoOMD, United States
Chris HeiderArbitron Inc., United States
INTRODUCTION
Background
In 2004 and 2005, worldwide advertisers have become increasingly vocal about the deficiencies of today's advertising models and repertoire of measurement tools (e.g. Glock, 2004, Stengel 2004).
“Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities,” according to Stengel. In Glock's words: “...