WORLDWIDE MULTI MEDIA MEASUREMENT
PPM and RFID
Pasquale (Pat) Pellegrini and Adam GluckAbstract
This paper presents ground-breaking research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter™ (PPM) combined with Radio Frequency Identification (RFID). Specifically, this paper addresses four key challenges: multi-media/multi-platform measurement, issue-specific readership, enhancing detection accuracy and behavioral consistency between readership and measurement. PPM’s capabilities to measure both audio and non-audio media place print measurement on equal footing with the electronic measurement of radio, TV, internet, and place-based audiences. Therefore, a single meter can potentially provide electronic cross-media and multi-platform single-source measurement. RFID technology has broad applicability unmatched by other sensing technologies. The readership audience measurement possibilities of RFID technology are numerous: audience accumulation, issue-specific readership, removal of recall error and bias, social desirability bias disappears, model bias is confronted, multi-media measurement is attained and, potentially, page and ad-specific views are delivered - all on a timely basis. The research reported here presents documented test results of this important technology in a passive electronic print and cross-media measurement application.
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Pasquale (Pat) Pellegrini
Pat joined Arbitron as VP Research, New Product Development in 2007. In this role, he applies his extensive media research background and knowledge of Portable People Meter™ technology to Arbitron’s new products, services and initiatives including multi-media and passive electronic print measurement. Pat is an internationally recognized expert on media research and is a frequent presenter at international conferences. He publishes regularly in industry journals and is instrumental in Arbitron’s research communication efforts with agencies, advertisers and industry associations.
Adam Gluck
Adam Gluck has worked in the in the field of audience survey research for 8 years. Adam joined Arbitron’s Research Department in 2005 as a Project Leader, where he works on new measurement and reporting methodologies for various media, while providing research oversight on a number of the company’s key initiatives. Adam’s efforts have been focused primarily on helping to develop and launch Arbitron’s passive measurement of print.
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