When Media Audit/Ipsos announced the development of their Smart Phone device to measure radio listening, Arbitron dismissed their announcement derisively declaring that, "If all you’ve got is a gizmo, you’ve got a long way to go." The line became the title of an article on the Arbitron website by David Lapovsky who wrote, "Its not the electronics of a metering device alone, but the whole system that surrounds the metering device that determines the usefulness of the audience estimates it collects." Truer words were never spoken.
The success of Arbitron's PPM, the Media Audit/Ipsos Smart Phone, or some yet undiscovered method will rest on not only "the gizmo," but everything else that surrounds the metering device. InSights was created to examine radio's leap into electronic measurement, developments in this rapidly evolving technology, and its impact on radio.
