You knew that since listeners are in the malls, sooner or later, Arbitron would aim to use its Portable People Meter to measure that listening.
Arbitron now says the results of a pilot test with Mall Radio Network went well, demonstrating that PPM could track the amount of time shoppers are exposed to Mall Radio Network content and commercials while visiting several malls.
Mall Radio Network provides music and other entertainment to malls in 21 markets; it can be heard in concourse areas.
Arbitron encoded Mall Radio Network content and used PPM devices, carried by consumers, to detect exposure to audio content and commercials broadcast by MRN in common areas of malls.
Mall Radio Network VP of Sales Kathy Crowley said the test confirms that exposure to audio broadcast in malls can be tracked in the same way as exposure to terrestrial radio. “Based on this study, and other supporting research information, we are confident that that PPM audience estimates for Mall Radio Network would be valid and reliable measures that can be used and accepted by national and local advertisers.”
This study was the second successful effort to detect encoded audio content broadcast within a mall environment and collect mall shopper exposure to that content, according to Arbitron.
