Audience measurement : New systems available today

New systems available today These are the Arbitron PPM (the pioneer) MediaWatch the Gfk, the Ipsos mobile phone and other less known. All can be used for both television and radio. They are mobile and personal. All use watermarking channels and stations. They can not measure the audience, even merged, of channels and stations not watermarked. They only measure very partially the competition and do not allow to measure audience share which is known to be the No. 1 indicator of analysts from programming content. Forcing the institutions to this technology is essentially justified because it obliges the stations to pay to be measured and it constitutes a barrier for competition. This choice is not justified by the search for improving the reliability of the data These technologies relate only to the extent of the audience measurment Institute does not offer an integrated solution with the audience measurement, monitoring broadcasting of advertising programs and media planning tools.