Four retailers in the Houston market with a combined total of more than 50 locations will take part in the Houston market trial of the Arbitron Portable People Meter. The goal is to measure the store traffic that radio, TV and cable advertising generates.
The retailers will air audio programming in their stores that has been encoded with the inaudible PPM watermark identification codes.
When a PPM survey participant wearing the meter walks into one of these retailers, the PPM will detect the code and register that the person has been exposed to the in-store audio programming.
The retailers taking part are: Best Buy, the Gap, Old Navy and Gallery Furniture. Arbitron is working to get more retailers to participate; previously, Arbitron said two movie theater chains agreed to take part in the Houston trial: National CineMedia, a venture of AMC Entertainment Inc. and Regal Entertainment Group.
Retailers to Join Arbitron PPM Houston Trial
Retailers to Join Arbitron PPM Houston Trial
