Media Audio Plans Market Study of Smart Cell Phone

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Dallas - Feb 9, 2007 - The Media Audit/Ipsos is developing an electronic audience measurement system that tracks listener habits by using a device called a Smart Cell Phone. This system does not require listeners to carry a device strictly for listening measurements like the Arbitron PPM. The Media Audio study will be conducted in Houston and will include a panel of 2,500 respondents aged 12+ to use a cell phone that monitors radio listening.

An initial core of five of the nation's nine largest radio broadcasters, representing more than 25 percent of all radio revenue, have agreed to support The Media Audit/Ipsos media measurement initiative financially. The company expects that additional radio broadcasters will join the initial group of Clear Channel, Cox, Cumulus, Entercom and Radio One during the next several weeks. The Media Audit/Ipsos is one of three finalists bidding for the U.S. radio measurement contract with Arbitron, and Mediamark Research.

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