MRC To Test Voltair Impact

Story by Inside Radio

The Media Rating Council (MRC) is performing its own tests of the Voltair unit, independent of Nielsen-conducted trials set to be revealed to clients today, Inside Radio has learned. Unlike the Nielsen tests, which were largely confined to a laboratory and thus limited in their real-world conclusions, the MRC tests are being done with radio stations that are using the controversial audio processor.

“Voltair is relevant to MRC, despite not having been introduced by Nielsen, because of its specific design to impact encoding processes,” George Ivie, executive director of the ratings watchdog, told Inside Radio.

While Nielsen’s attempts to gain the cooperation of broadcasters using the box were largely unsuccessful, some radio groups shared information with the MRC about their experiences with Voltair on a confidential basis. “We are using this information to facilitate our own testing, but by agreement this station information cannot be shared with Nielsen or anyone else,” Ivie said. The tests, which will continue through August, are being performed by CPAs commissioned by the MRC.

Once they’re complete, the MRC and its CPAs plan to review ratings data for stations before and after installation of Voltair and to evaluate the audio processor’s impact on the editing rules that Nielsen uses in the PPM system to ensure stations receive proper listening credit. MRC says it will report the finding to its Radio Committee, which is made up of broadcasters, agencies and advertisers.

The MRC’s CPA firm is also “walking through” the Nielsen test results and plans to summarize them to the MRC and its Radio Committee. But Ivie stopped short of calling that process a “validation” of the Nielsen tests. However, once the MRC completes its own lab and field testing, Ivie says it will “have the ability to corroborate Nielsen’s testing in many areas, which would be a form of validation.”

Read more: http://fivethirtyeight.com/features/did-nielsen-kill-the-radio-star/