The ratings firm will host a webinar to discuss PPM enhancements and give a “Voltair Testing Update,” on Tuesday, July 21 at 1 p.m. Eastern. Hosting the webinar from Nielsen will be Matt O’Grady, EVP Local Media Client Solutions; Jennifer Huston, SVP Product Leadership; and Nielsen’s Chief Engineer Arun Ramaswamy. Nielsen has had a Voltair unit for testing for at least six months.
The product was released by Telos Alliance last fall and hundreds of the processors have been sold at $15,000 per unit. There are some managers who believe Voltair enhances the radio station signal so the Portable People Meter picks up the station where perhaps the PPM missed it. Some believe it has pushed up their ratings while others say it can’t hurt to have the processor in their pipeline.
It has raised the question: If Voltair does affect the ratings, why weren’t the meters picking up the radio station signal in the first place. Radio companies pay an enormous amount of money to Nielsen for the ratings service. In turn, advertisers do a lot of their spending based on those ratings given to them by radio. Top 50 market managers have been anxiously awaiting the results of this Nielsen test.
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