MediaCell (Ipsos’s proprietary passive measurement system) helps media companies offering content across multiple media and platforms to understand the total size and value of their across different platforms. Public service broadcasters, for example, often distribute content across TV, radio and digital media. Historically, media owners have only been able to look at each separately. Ipsos helps brands understand their entire universe. These data help them to demonstrate their value to partners and to see which platforms audiences are using. Similarly, advertisers often want to look at performance across different media types which, until recently, have been unable to do using a single approach.
Our approach passive measures exposure to video and audio content alongside tracking online behaviour across all devices on a minute-by-minute basis.
A representative sample of people is recruited and asked to install our application on all the devices they use to access media content.
The system has been operating in the UK since 2018 and is the world’s first passive, single-source, cross-media, cross-platform audience measurement system.