Retail marketers' understanding of radio and television
advertising campaigns' impact on retail store visits would be a
major breakthrough in evaluating return on media investment. This
article presents results from pilot research using Arbitron's
Portable People Meter (PPMSM, a mark of Arbitron
Inc.)—a unique audience measurement system that enables radio,
broadcast television and cable television usage, and retail store
visits to be captured from a single-source national panel of consumers.
The pilot research indicates that retail store visits correlated with
media advertising exposure, illustrating the promise of a single-source
research panel to measure ROI in terms of store visit behavior, an
important driver of retailer financial results.