Arbitron joins the competition for digital signage audience measurements

September 12th, 2007 Nurlan Urazbaev

Following ‘a two-year research methods and technology trial’, InStore Broadcasting Network (IBN) has signed a contract with Arbitron to measure the audience of IBN’s in-store audio network in 200 Walgreens drug stores in the Houston-Galveston DMA.

According to this report by MediaBuyerPlanner, Arbitron will be using the existing panel of consumers who are carrying the company’s PPM device as part of Arbitron’s syndicated radio ratings service.

MediaWeek says Arbitron is planning to roll out its PPM ratings service to the top 50 markets over the next three years.

Arbitron’s rival Nielsen Media Research started measuring in-store media audience a few years ago using a more traditional “intercept” interview methodology. AdSpace, a US digital signage operator commissioned Nielsen Media Research  in July, 2007 to measure the audience of its network in shopping malls, says MediaDailyNews.

The same article points out that ‘Competition to measure the emerging fields of in-store media and place-based video is heating up. In late February, TNS acquired Sorensen Associates to bolster its in-store media-measurement capabilities. TNS is positioning itself as a major competitor to Nielsen In-Store–a newly formed division of NielsenConnect, recently launched to give clients a holistic, global view of different types of media effectiveness.

At the same time, major media agencies are setting up their own in-store services. For example, Mediaedge:cia acquired Retail Media Link and relaunched it as MEC Retail in March 2006.’, says MediaDailyNews.

Entry Filed under: Digital Signage Evolution, Digital Signage ROI, The Big Picture, Uncategorized