Navigauge launching Consumer Behavior Index
Navigauge, a media and market intelligence company, announced today the introduction of the "Consumer Behavior Index" (CBI), the media industry's first independent and source of consumer in-vehicle radio listening behavior data and intelligence. Earlier this year, Navigauge launched (8/24 RBR Daily Epaper #165) a new service that uses continuous in-vehicle radio audience measurement and global positioning (GPS) technology.
The system pinpoints which drivers listen to what, when they listen, for how long and where they are as the listening occurs. In addition; Navigauge identifies which music, ad and talk content retains audience, where these drivers shop, stop and how they got there. In Atlanta where the first panel of consumers is up and running with the Navigauge technology, the company says it is able to capture event-based data that could have significant implications on major advertising and ultimately major business and political outcomes.
"This dynamic data and the Index will show advertisers behavioral patterns that will allow them to make the smartest, most effective radio buys to reach their primary audience," explains Tim Cobb, Navigauge CEO. "For broadcasters, it arms them with qualified data that never before existed, enabling them to sell advertisers on peak event-based time slots."
In addition to specific event-based data, the Index will also provide week and weekend comparisons on average listening behavior. For example, the Index says that tuning levels are comparable mid-day between weekdays and weekends, with just over one million drivers tuned at any time from 10:00 a.m. to 3:00 p.m. However, people spend 75% less time listening to news/talk on weekends than on weekdays, dropping from 18% of all seconds tuned to only 5%.
Navigauge expects the Index to offer real-time data from as many as five major markets in 2005. Navigauge collects and aggregates the data for the Index through combining the company's statistically valid panel with its in-vehicle device that captures listening activity with no actions from the driver or exhaustive level of data entry. The first CBI will be issued 11/8 and focus on the consumer listening patterns tied to the presidential elections. The CBI will be available on a monthly basis for distribution and publication to industry analysts and trade media. The Index will also be available to Navigauge customers free of charge.
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