1. The 2012 European Radio Symposium
MediaCell : It works!
7th November, 2012 @asi_radiotv
an
asiconference

2. 1
Private & Confidential© Ipsos MORI
MediaCell:
It Works!
asi Conference, Prague, November 2012

3. 2
Private & Confidential© Ipsos MORI
Ipsos MediaCT Aims & Rationale for MediaCell:
Audiences outside the home
Potential advertising impact
Media engagement
Time-shifting
Audiences by platform and across platforms

4. 3
Private & Confidential© Ipsos MORI
The Concept

5. 4
Private & Confidential© Ipsos MORI
MediaCell : the concept
Software (not hardware)
solution
4
Runs on Smartphones Uses real time signal
encoding, capable of
detection by the smartphone
on the person
(audio matching could follow)

6. 5
Private & Confidential© Ipsos MORI
TECHNOLOGY PARTICIPANTS MANAGEMENT & REPORTING
Development of a “real time” echo
based encoder
Ethnographic and qualitative
evaluation of smartphones in
people’s lives
Development of handset
management system
Development of the decoding
application
Testing and evaluating the provision
of smartphones to non-smartphone
users
Development of panel management
system
Independent quality tests of the
encoder (BBC Golden ears)
Testing and evaluation of
recruitment methods
Development of compliance
reporting tools
Migration of application to multiple
mobile operating systems
Testing and optimisation of
incentive schemes
Development of panel
communication system
Longitudinal testing of encoding
durability and quality in the field
Remote installation of application
via text/sms/emailed link
Development of data capture and
production system
Continuous testing and “white-
listing” of handsets for microphone
and battery life suitability.
F2F installation and sim-card
swapping by existing Ipsos field
force
Incorporation of published data into
client facing reporting tools
The work completed....

7. 6
Private & Confidential© Ipsos MORI
The Reality

8. 7
Private & Confidential© Ipsos MORI
Summary of the process
RADIO & TV
STATION SERVERS
AUDIO
TRANSMISSION
RECEPTION &
TRANSMISSION
DATA CENTRE
COLLECTION,
AGGREGATION,
PROCESSING
RATINGS
ACCESS
Real Time
Encoder
Inserted in
broadcast chain
Decoder
Application on
Handset
Server
Data analysis
iMonitor
Independent
monitoring station

9. 8
Private & Confidential© Ipsos MORI
Status

10. 9
Private & Confidential© Ipsos MORI
Smartphone sales
Sources: FT Research; Gartner; Strategy Analytics; IHS iSuppli
Sum of latest four quarters, by operating system (million units)
337
115
55 42
14 12
OTHERS

11. 10
Private & Confidential© Ipsos MORI
Handset status
Symbian 60
Android
BlackBerry
iPhone
Other Platforms?
Windows
MeeGo
Brew MP
Completed

12. 11
Private & Confidential© Ipsos MORI
Panellist instructions: The Three Cs

13. 12
Private & Confidential© Ipsos MORI
Compliance management

14. 13
Private & Confidential© Ipsos MORI
London Panel

15. 14
Private & Confidential© Ipsos MORI
Ipsos MediaCT London Panel: 65% SOV
Stations (at least) to provide 84% Weekly Reach
FM DAB Web DSAT AM DTV
BBC Radio 1 
BBC Radio 2 
BBC Radio 4  
Absolute  
Smooth  
Capital   
Heart   
XFM    
Classic FM   
LBC    
talkSPORT   
Magic    
Kiss    

16. 15
Private & Confidential© Ipsos MORI
Ipsos MediaCT London Panel: 65% SOV
Field Test dates
12 months
Incentives
The Handset
Sample
300+ (excludes 25% churn)
Compliance
CATI compliance / courtesy /
closure / exit
Recruitment
F2F CAPI
Handsets
Nokia, BlackBerry
Android iPhone

17. 16
Private & Confidential© Ipsos MORI
Active Weekly Active Sample vs. In Tab
0
50
100
150
200
250
300
W120102
W120109
W120116
W120123
W120130
W120206
W120213
W120220
W120227
W120305
W120312
W120319
W120326
W120402
W120409
W120416
W120423
W120430
W120507
W120514
W120521
W120528
W120604
W120611
W120618
W120625
W120702
W120709
W120716
W120723
W120730
W120806
W120813
W120820
W120827
W120903
W120910
In tab Active

18. 17
Private & Confidential© Ipsos MORI
Active engagement - weekday
0%
10%
20%
30%
40%
50%
60%
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)
C:
Key
presses
A:
Calls made/
received
B:
Movement

19. 18
Private & Confidential© Ipsos MORI
Movement - weekday
0%
5%
10%
15%
20%
25%
30%
35%
40%
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)

20. 19
Private & Confidential© Ipsos MORI
Charging weekday
0%
10%
20%
30%
40%
50%
60%
70%
80%
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)

21. 20
Private & Confidential© Ipsos MORI
Weighted Listening by Quarter Hour - Weekday
0
200
400
600
800
1000
1200
00.00-00.15am
00.30-00.45am
01.00-01.15am
01.30-01.45am
02.00-02.15am
02.30-02.45am
03.00-03.15am
03.30-03.45am
04.00-04.15am
04.30-04.45am
05.00-05.15am
05.30-05.45am
06.00-06.15am
06.30-06.45am
07.00-07.15am
07.30-07.45am
08.00-08.15am
08.30-08.45am
09.00-09.15am
09.30-09.45am
10.00-10.15am
10.30-10.45am
11.00-11.15am
11.30-11.45am
12.00-12.15pm
12.30-12.45pm
01.00-01.15pm
01.30-01.45pm
02.00-02.15pm
02.30-02.45pm
03.00-03.15pm
03.30-03.45pm
04.00-04.15pm
04.30-04.45pm
05.00-05.15pm
05.30-05.45pm
06.00-06.15pm
06.30-06.45pm
07.00-07.15pm
07.30-07.45pm
08.00-08.15pm
08.30-08.45pm
09.00-09.15pm
09.30-09.45pm
10.00-10.15pm
10.30-10.45pm
11.00-11.15pm
11.30-11.45pm
wc 6/2 7 Week Average

22. 21
Private & Confidential© Ipsos MORI
Daily Granularity – Reach Build By Day: All Radio Vs. Breakfast Time
54.6%
95.8%
40.3%
84.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
25/06/2012
26/06/2012
27/06/2012
28/06/2012
29/06/2012
30/06/2012
01/07/2012
02/07/2012
03/07/2012
04/07/2012
05/07/2012
06/07/2012
07/07/2012
08/07/2012
09/07/2012
10/07/2012
11/07/2012
12/07/2012
13/07/2012
14/07/2012
15/07/2012
16/07/2012
17/07/2012
18/07/2012
19/07/2012
20/07/2012
21/07/2012
22/07/2012
All radio Reach
Breakfast Reach

23. 22
Private & Confidential© Ipsos MORI
Granularity (Breakfast Reach): Impact On Major Events
0
10
20
30
40
50
60
70
80
W120102
W120109
W120116
W120123
W120130
W120206
W120213
W120220
W120227
W120305
W120312
W120319
W120326
W120402
W120409
W120416
W120423
W120430
W120507
W120514
W120521
W120528
W120604
W120611
W120618
W120625
W120702
W120709
W120716
W120723
W120730
W120806
W120813
W120820
All radio
BBC
Commercial
School
half term
Easter May
Bank Holiday
Bank
Holiday
Diamond
JubileeMAY

24. 23
Private & Confidential© Ipsos MORI
All Radio Breakfast Time Switching Over 3 Weeks
w/c 14/7/2012 w/c 21/7/2012w/c 7/7/2012
n = 88
Listeners
n = 73
Listeners
n = 15
Non-listeners
n = 68
Listeners
n = 5
Non-listeners
n = 10
Listeners
n = 5
Non-listeners
n = 16
Non-listeners
n = 9
Non-listeners
n = 7
Listeners
n =9
Listeners
n = 4
Non-listeners
n = 3
Listeners
n = 27
Never listened

25. 24
Private & Confidential© Ipsos MORI
77%
8.6%
4 Week Station Loyalty: BBC Vs. Commercial
100%
0%
58.7%
15.9%
6.3%
COMMERCIAL
100%
0%
19%
1.4%
12.9% 1 Week
2 Weeks
3 Weeks
4 Weeks
1 Week
2 Weeks
3 Weeks
4 Weeks

26. 25
Private & Confidential© Ipsos MORI
Italian Panel

27. 26
Private & Confidential© Ipsos MORI
Ipsos MediaCT Italian Panel:
50% SOV (6 national + 14 local stations)
Field Test dates
6 (+ 12) months
Incentives
The Handset (or €10 per
month)
Sample
1,500
Compliance
CATI compliance / courtesy /
closure / exit
Recruitment
F2F CAPI
Handsets
Nokia; BlackBerry;
Android; iPhone

28. 27
Private & Confidential© Ipsos MORI
Italy – Daily In tab June 2012
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
04-Jun
05-Jun
06-Jun
07-Jun
08-Jun
09-Jun
10-Jun
11-Jun
12-Jun
13-Jun
14-Jun
15-Jun
16-Jun
17-Jun
18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun
24-Jun
25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun
01-Jul
% Daily
Max range 61.8 – 71.4

29. 28
Private & Confidential© Ipsos MORI
Italy – Active engagement June 2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Weekday Weekend

30. 29
Private & Confidential© Ipsos MORI
Italy – motion only June 2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Weekday Weekend

31. 30
Private & Confidential© Ipsos MORI
Italy – charging June 2012
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
22,000,000
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Weekday Weekend

32. 31
Private & Confidential© Ipsos MORI
Italy – Weighted listening by quarter June 2012
0
400,000
800,000
1,200,000
1,600,000
2,000,000
2,400,000
2,800,000
3,200,000
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
00:00
06:30
07:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
Weekday Weekend

33. 32
Private & Confidential© Ipsos MORI
Commercial Deployment

34. 33
Private & Confidential© Ipsos MORI
MediaCell international deployment – 2012-13
EUROPE
• UK: RAJAR commissioned Year 2 of London Panel
• Italy: Commercial deployment Q2 2012
• France: Potential deployment of proprietary panels for Key stations
• Norway: In Tender with decision due Q4 2012
• Denmark: Market presentations Q4 2012
Americas
• Mexico: Product launched
Q2 and deployment
planned Q4 2012
Africa
• Kenya: Trial & Launch Q3 2012
Asia Pacific
• Australia Tender for 2013
• NZ Tender or 2013
MENA
• UAE: Product Launched Q1
and Deployment planned Q4 2012
• KSA: Product launch and deployment
Q1 2013

35. 34
Private & Confidential© Ipsos MORI
In Conclusion

36. 35
Private & Confidential© Ipsos MORI
In summary....
Technology Mobile Phone
Backend
Systems Research Results
Encoding
Quality
+++++
Installation &
Performance
+++++
Natural Device +++++
Compliance &
Performance
+++++
Data Editing &
Data Process
+++++
Documentation +++++
Compliance +++++
Breakfast
Listening
+++++

37. 36
Private & Confidential© Ipsos MORI
Thank you