BBM Canada launched its Portable People Meter audience measurement service on Tuesday – a technology that could shift attitudes in the industry about the level of TV viewing that exists in Canada.

The new technology allows the audience measurement service to follow TV viewers wherever they’re doing the viewing, and finds silent codes embedded by broadcasters into the audio tracks of their programs. (At the end of each day, survey participants place the meters into docking stations that recharge the devices while simultaneously sending the info to BBM for tabulation.)

Jim MacLeod, president and CEO of BBM Canada, says the technology is ‘much more in tune with today’s mobile lifestyles.’

With preliminary data in hand (and expected to be released later this week), Canwest’s SVP of strategic insight and research Kathy Gardner says the new results may change attitudes toward TV.

‘There have been so many stories in the press about the demise of TV. The PPM will clearly demonstrate that Canadians are watching more TV than previously thought,’ she maintains.

Gardner notes the data already indicates that there is more viewing to sports programs, big-ticket events like the Grammys, and reality programs like Big Brother than previously reported.

‘This doesn’t mean that the old system was inaccurate,’ she points out, adding that the old system ‘just couldn’t keep up with rapid changes in viewing patterns,’ due to more technology in people’s homes.

Over 75,000 PPMs are currently in use across eight commercial media measurement services, and include, besides Canada, the U.S., Belgium, Norway, and Denmark.

From Media in Canada