Nielsen has designs on measuring all media consumption. Nielsen has labeled this “Follow the Video.” Perhaps they should call it “Follow the Audio.”
The ratings juggernaut has put in place measurement technologies that follow three screens – TV, internet & mobile. Now comes word that Nielsen will release out-of-home data later this summer through a joint venture with a company called IMMI. This technology from IMMI is similar to Arbitron’s PPM. Panelists will carry a specially-designed cell phone with them wherever they go. This cell phone is completely passive and collects audio fingerprints from all media sources. The audio signals are then uploaded to a central site and compared to a master database of all audio sources.
Does this mean we are really back to one screen? This smart cell phone screen? Can audio rule the day versus video? Can audio fingerprints truly be matched to all possible audio fragments in a given market? I think the overriding question is: Does this work?
This technology will not be accredited by the MRC at launch. Some other impediments include:
- IMMI’s sample is ages 13-54. so, Kids & Tweens 2-12 will not be included, nor the huge 55+ demographic. So this is not exactly representative.
- All panelists must use the IMMI “smart phone” as their ONLY phone. One can not use a landline phone or one’s own cell phone for day-to-day use. This will take a lot of convincing for people to give up their own cell phones. What about ringtones?
- Respondents carry the smart phone with them all of the time, in their pockets and their pocketbooks. Can this miracle device hear and identify every audio source in a market amid the cacophony of everyday noise and audio distractions?
Is this technology sound and ready for prime time? Well, at least we know it’s “sound.”
See also: Cynopsis Weekender, July 2007: Here, There And Everywhere