MarketingProfs

MediaBuyerPlanner: For radio execs debating the future of electronic audience measurement, a new survey from Edison Media Research and PPM proponent Arbitron of 1,000 Americans over the age of 12 found that if cell phones were “super-purposed” to measure radio listening, an idea proposed by Media Audit/Ipsos, the service would systematically omit large demos and dayparts, writes MediaWeek. The switch would require retraining of consumer cell phone usage and “could significantly influence the very behavior that the phones attempt to measure,” the study concluded.
Regarding the relationship between important demos and cell usage, the study found that while 70 percent of respondents use a cell phone, only 50 percent of those aged 65-plus, 66 percent of 55-64 year-olds and 68 percent of 18-24 year-olds used cell phones. The average was carried by the 81 percent of 25-34 year-olds and 77 percent 35-54 year-olds that use cell phones.
Also, the study founds that cell phones could significantly under-report nighttime listening, as there was an average 90-minute gap between the last time respondents reported carrying their cell phone and when they went to bed. When asked when their cell phone was turned off or not with them during specific dayparts, 35 percent reported yes for 3 to 7 p.m. and 31 percent for 10 a.m. to 3 p.m.