The results of a RAJAR usability test released today found that Ipsos MORI's MediaCell audiometer is capable of identifying a wide range of radio formats under lab conditions, which used a selection of audio samples to simulate real-life programme formats and listening conditions. RAJAR, the UK's industry consortium that oversees radio measurement, tested the MediaCell's mobile phone-based monitoring technology last month.

Richard Silman, Executive Chairman of Ipsos MORI and worldwide director of Ipsos Media said:

"As RAJAR is recognised for setting the standard for radio researchers around the world, the results from this latest test prove Ipsos MORI's MediaCell technology is solid and offers a clear value to the radio industry as the only software-based measurement solution."

RAJAR tests functionality by simulating real life environments

After months of extensive testing into usability and effectiveness in tracking sensitive audio signals, Paul Kennedy, Director of Research for RAJAR, said:

"The RAJAR tests are numerous and rigorous. Prior to field testing we must undertake an independent lab test that assesses the sensitivity of the meter to mimic the human ear in picking up the appropriate programme material.  The MediaCell meters were tested to pick up codes inserted on a cross section of music and talk formats.  To reflect real life situations the encoded stations were played at various volumes with different background sounds including shopping mall, car interior etc. The MediaCell meter lab test results met the same thresholds as did the other meters we have tested from Eurisko and Arbitron."

MediaCell technology development

Coming just months after Ipsos MORI announced that its UK-developed MediaCell technology is being rolled out in other markets, including the US, the RAJAR results confirm that MediaCell is now poised for additional field testing.  Co-developed by Ipsos MORI and I-Quest Ltd just 14 months ago, MediaCell is the only radio measurement device able to carry out audio monitoring as part of a respondent's fully-functional mobile phone. 

Utilising the latest generation of Smart Phones and PDAs that support full operating systems, MediaCell is a software programme that runs on these devices, and is currently compatible with the Microsoft operating system. After the MediaCell captures encoded radio signals, it identifies the station being picked up and then automatically transmits the gathered information to a main data centre for analysis and storage. 

"We have not needed to develop any bespoke hardware in developing the MediaCell," Richard Silman explained.   

"The software-based nature of our audiometer means it is designed to exploit industry standard technologies throughout, such as the burgeoning Smart Phone/PDA technology.  Unlike alternative hardware-based devices, the MediaCell software gives us the increased flexibility to benefit from the latest advances in software and mobile phone technology, allowing our radio measurement offering to quickly adapt to the ever changing media environment. 

"Ultimately, radio researchers are looking for accuracy and dependability.  By operating on a mobile phone we believe that MediaCell significantly minimises the risk of respondents forgetting to carry the device on them, thus losing any information on the radio they were exposed to while away from the device.  Additionally, the MediaCell solution offers the potential for a very large sample size because of the ease of using the technology with mobile phones."

Next steps for MediaCell 

Following this most recent functionality test, I-Quest will work with third parties to conduct further tests to ensure the MediaCell will not produce any distortions to the broadcast outlet that could be detected by listeners.  Radio engineers will carry out this stage of testing through a detailed analysis of the encoding algorithms used to detect radio signals in each monitoring device.

Ipsos MORI has held the RAJAR radio measurement contract since 1992, and also holds contracts with BARB, the UK's TV measurement system.

-Ends-

Note to journalists
Ipsos MORI
Ipsos Group recently announced the acquisition of MORI in the UK, and has been merged with Ipsos UK.  The merged company now stands with a joint turnover of over £100m in the UK.  In 2004 Ipsos UK provided research services for over 500 UK blue chip businesses and with MORI also handling a similar number, Ipsos MORI now has a client base of over 1,000 clients.

Ipsos MORI is a part of the Ipsos Group, a global network of research companies, with a combined turnover exceeding 700m Euros.  In 2004 the Ipsos Group completed over 10m interviews worldwide and, according to results published in February 2005, recorded strong organic growth for the sixth consecutive year, again outstripping market growth.  

For further information:
Maita Soukup / Graham Smith
Twelve Consultancy
T 020 7631 0737
E firstname@twelvepr.co.uk

Jeff Deighton
Marketing Director
Ipsos MORI
T 020 8861 8000
E jeff.deighton@ipsos.com
www.ipsos-uk.com 

© Press Release 2006

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