Abstract:

Even though the idea of a portable-only panel may seem appealing for its conceptual simplicity, a deeper analysis reveals a number of systematic drawbacks that may easily offset any advantages over fixed-meter panels. On the other hand, capturing the extra OOH exposure can be accomplished relatively easily through a mixed solution adding mobile measurement capabilities to an existing panel (Supplementary Mobile Panel), without sacrificing data quality for in-home viewing or paying a considerable premium for a marginal enhancement. Although the SMP idea can be implemented in principle using any choice of technologies both for the fixed and portable meters, it should be apparent that the SMP approach is even more advantageous when the mobile meters are an integral part of the whole TAM system and share the same technology and resources.