May 2015 – Is it possible to measure Television viewing accurately with more cost effective technologies, for example using mobile devices such as tablets to replace traditional peoplemeters? If so, then it could be possible to significantly increase the TV panel size within the existing investment levels.
In order to test this hypothesis, MMS, the joint Swedish media measurement industry committee, and Ipsos Connect MediaCell have started a test project by building a TV Household panel which will run throughout Spring and Summer in Sweden.
“If this project meets our exacting requirements then this could be very exciting and have great potential,” says MMS Vice President, Pirjo Svedberg.
The details of the technology involve the MediaCell Household Peoplemeter which is essentially a specific mobile tablet provided to the household to replicate the functionality of a traditional peoplemeter.
The economic advantage of the use of mobile technologies is to significantly reduce the cost required to measure the Household Viewing, meaning the economics will allow larger panels, which in turn will increase the accuracy of the measurement, even for smaller channels. It will also increase the granularity of the reporting audiences.
The project is scheduled to run throughout May-July 2015 and include nine TV channels.
“We are also looking to potentially monitor viewing in summer houses over the holiday season,” states Pirjo Svedberg.
“This is a tremendously exciting opportunity for our MediaCell technology and we are delighted to be working with MMS on this project,” says Ipsos Connect MediaCell Commercial Director, Jim Ford.