• by Joe Mandese , August 8, 2006

Spunky local market media research firm The Media Audit Monday announced plans for rolling out its so-called smart cell phone measurement system, assuming it is selected by a radio industry committee representing the interests of some big radio broadcasters. The plan would deploy the system, which installs metering software into programmable cell phones and other hand-held devices that can be used to detect exposure to radio broadcast signals, in New York, Los Angeles, and Chicago, as well as Houston, where the system is currently being tested.

A cross-industry evaluation team led by radio giant Clear Channel Communications issued a request for proposals for a new state-of-the-art electronic audience measurement system for radio early this year, and narrowed the contenders to three in March, including The Media Audit, Arbitron and Mediamark Research Inc. MRI withdrew from the competition in May, narrowing the run-off to radio industry incumbent Arbitron and challenger The Media Audit.

Meanwhile, several major radio broadcasters, including CBS Radio, have signed long-term agreements with Arbitron to utilize its portable people meter service as their new audience measurement service, casting doubt on the viability of the Clear Channel led initiative. Should that initiative select The Media Audit, it would create a rift within the radio industry, with disparate radio ratings being circulated by major radio groups.

"The Houston technical and market tests are well underway. "Bob Jordan, president of The Media Audit, stated in the rollout plans announcement. "These tests are the lead-up to the full market test. With broadcaster support, we will start recruiting sample for the full market test in the fall with results expected sometime this winter."