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PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
PPM Top Performance Drivers by Format
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PPM Top Performance Drivers by Format

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Outlines some key attributes for radio stations to aim for across 33 PPM markets in order to become #1 by format & demo.

Outlines some key attributes for radio stations to aim for across 33 PPM markets in order to become #1 by format & demo.

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  • Really think this is interesting when stations are trying to figure out what it takes to be #1... nice to have some metrics to aim for.
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  • 1. PPM Top Performers Key Indicators of Highly Rated PPM Stations An analysis of top ranked stations in 33 PPM markets Jenny Tsao PPM Market Manager Arbitron Inc.
  • 2. PPM Top Performers Key Indicators of Highly Rated PPM Stations No one wants to be “Average”… we all want to be at the top! Key Indicators gauge performance and provide helpful achievement milestones Goal: Identify ratings characteristics that set Top Performers apart from the pack
  • 3. What Is a Top Performer? Analyzed key ratings metrics in 33 PPM markets that were currency in first quarter 2010 Two levels of “Top Performers” Number one station AQH Share One of the Top 3 stations AQH Share Grouped Top Performers by format category Demos used: Persons 18-34 and Persons 25-54
  • 4. A look at the Formats in the Analysis 1,361 different stations were used for the analysis Format categories Adult Contemporary – 127 stations News/Talk/Info – 127 Country – 120 Sports – 106 Classic Hits – 88 Pop Contemporary Hit Radio – 69 Mexican Regional – 68 Formats with less than 5 stations in the 33 PPM markets were not included
  • 5. Overall Findings for Top Performers Daily Cume and Tuning Occasions are the key drivers of ratings success for Top Performers Not all Cume is the same…Programmers should focus on Cume with 1+ Hour of listening per day HOW OFTEN people tune in (occasions) distinguishes PPM ™ Top Performers more than HOW LONG people listen (time spent per occasion)
  • 6. As a Reminder… How Share Is Calculated: Cume X TSL /Hours in Daypart/PUR * 100 Daily Daily
  • 7. Top Performers Have Much Higher Daily Cume Persons 18-34 Source: 33 PPM Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34
  • 8. Top Performers Have Much Higher Daily Cume Persons 25-54 Source: 33 PPM Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P25-54
  • 9. The Power of the 1+ Hour Daily Cume We value every single Cume listener, but some are worth more Top Performers not only have much higher Daily Cume, they also have higher 1+ Hour Daily Cume Different formats can have different levels of 1+ hour/day Cume < 1 Hour 31% 1+ Hour 69% 13% AQH 87% AQH Source: PPM Markets, Jan-Feb-Mar 2010, Avg Daily Cume & AQH, Mon-Sun 6AM-Mid, P12+ Avg Daily Cume Persons
  • 10. The Importance of 1+ Hour Daily Cume Different formats can have different levels of 1+ hour/day Cume Source: PPM Markets, Jan-Feb-Mar 2010, Avg Daily Cume & AQH, Mon-Sun 6AM-Mid 1+ Hour 84% 84% 60% Adult Contemporary (25-54) 94% 84% Mexican Regional (18-34) % of AQH Avg Daily Cume (1+ Hour) Format
  • 11. Two Components of TSL Occasions and Time Spent per Occasion
  • 12. Share Fundamentals Duration per Occasion Number of Occasions Cume Time Spent Listening Daily Daily
  • 13. Share Fundamentals Daily Daily Duration per Occasion Number of Occasions Cume Time Spent Listening Old School: How Long
  • 14. Share Fundamentals Old School: How Long New School: How Often Duration per Occasion Number of Occasions Cume Time Spent Listening Daily Daily
  • 15. A Look at 18-34 Top Performers
  • 16. Key Findings for 18-34 Top Performers (#1s) Top 18-34 stations generally rely on Daily Cume to generate their strong ratings CHR (Pop and Rhythmic) represent almost half of the #1s across the 33 PPM markets Top-ranked Active Rock and Urban Adult Contemporary stations balance above-average Cume and Time Spent Listening (TSL) levels People who listen for more than an hour a day represent an average of 70% of the Daily Cume For Top Performers, TSL per Occasion is consistent
  • 17. Who Are the #1’s for Persons 18-34? CHR Stations #1 10 of 33 PPM markets Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, #1 Ranked Stations Based on AQH Share, P18-34
  • 18. 1 in 7 Persons 18-34 Tune Into the Top-Ranked Station During an Average Day Daily Occasions 4.7 Time Spent per Occasion 10 minutes 1+ Hr Cume 71% Daily Cume 14.6% AQH Share 10.5% Daily TSL 1:06 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, #1 Ranked Stations Based on AQH Share, P18-34 Anatomy of Top-Ranked P18-34 Stations
  • 19. Key Metrics for the Average Station Persons 18-34 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P18-34 9 Daily Time Spent per Occasion (minutes) 3.3 Daily Occasions 0:50 Daily TSL 48% Percent 1+ Daily Cume 3.6% Daily Cume Rating 2.2% AQH Share Average Station
  • 20. Top 3 Stations vs. the Average Station Persons 18-34 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P18-34 Higher Shares for Top Three Stations driven by bigger Daily Cume. Daily Occasions are the key to higher Time Spent Listening. 9 9 Daily Time Spent per Occasion (minutes) 4.5 3.3 Daily Occasions 1:01 0:50 Daily TSL 70.2% 48% Percent 1+ Daily Cume 12.5% 3.6% Daily Cume Rating 9.0% 2.2% AQH Share Top 3 Stations Average Station
  • 21. Key Metrics for Number 1 Stations Persons 18-34 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P18-34 Daily Cume is the difference maker between the number one spot and a top three position. 10 9 9 Daily Time Spent per Occasion (minutes) 4.7 4.5 3.3 Daily Occasions 1:06 1:01 0:50 Daily TSL 71% 70.2% 48% Percent 1+ Daily Cume 14.6% 12.5% 3.6% Daily Cume Rating 10.5% 9.0% 2.2% AQH Share Number 1 Stations Top 3 Stations Average Station
  • 22. Key Metrics: The Number One #1 Persons 18-34 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P18-34 KRXQ (Active Rock) was the station with the highest 18-34 share among the 33 markets. Its Top Rank was driven by high Daily Cume and extraordinary Occasions. 10 4.7 1:06 71% 14.6% 10.5% Number 1 Stations 11 9 9 Daily Time Spent per Occasion (minutes) 7.4 4.5 3.3 Daily Occasions 1:49 1:01 0:50 Daily TSL 78% 70.2% 48% Percent 1+ Daily Cume 15.1% 12.5% 3.6% Daily Cume Rating 18.5% 9.0% 2.2% AQH Share KRXQ-FM Sacramento Top 3 Stations Average Station
  • 23. Key Metrics for 18-34 Top Performers (#1s) by Format Source: 33 PPM Markets, Metro, Mon-Sun 6AM-Mid, Jan-Feb-Mar 2010, P18-34, Formats Defined by #1 Stations Ranked on AQH Share 8.5 4.3 0:57 76% 54% 12.1% 7.9% Hot AC. (2) 10.3 6.6 1:30 94% 84% 8.5% 8.5% Mexican Regional (3) 9.0 5.4 1:12 82% 51% 8.9% 8.9% Adult Contemporary (1) 9.0 5.1 1:09 88% 68% 11.8% 9.0% Adult Oriented Rock (1) 8.5 4.2 0:53 83% 70% 15.9% 9.7% Rhythmic CHR (6) 9.2 3.8 0:52 83% 69% 17.4% 10.4% Pop CHR (10) 10.3 4.9 1:11 89% 73% 14.5% 10.9% Alternative/AAA (4) 12.0 4.5 1:12 92% 81% 14.8% 12.0% Urban Contemp. (1) 10.0 5.0 1:07 87% 70% 18.8% 12.2% Country (1) 11.0 5.8 1:19 93% 81% 14.6% 12.8% Urban AC (1) 12.0 8.1 2:27 98% 87% 9.4% 13.5% Spanish Classic Hits (1) 10.5 6.0 1:25 92% 79% 16.0% 15.6% Active Rock (2) TSL Per Occasion Daily Occasions Daily TSL % of AQH 1+ hour Cume % of Cume 1+ hour per day Daily Cume AQH Share Format (# of top-ranked stations)
  • 24. Where Daily Cume and Daily TSL Meet Low Cume, High TSL Targeted Formats High Cume, Low TSL Broad Appeal Low Cume, Low TSL Limited Appeal Avg Daily Cume Avg. Daily Time Spent High Cume, High TSL Broader Appeal, High Passion
  • 25. Where Daily Cume and Daily TSL Meet Big Cume Avg Daily Cume Avg. Daily Time Spent High TSL High-Performer Neighborhood
  • 26. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations for P18-34 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34, Average of Top 3 Stations by Format Across 33 Markets Sorted by AQH Share Cume Rating Time Spent Listening Average Station Daily Cume = 3.6 TSL per day = :50
  • 27. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations for P18-34 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34, Average of Top 3 Stations by Format Across 33 Markets Sorted by AQH Share Cume Rating Time Spent Listening Average Station Daily Cume = 3.6 TSL per day = :50
  • 28. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations for P18-34 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34, Average of Top 3 Stations by Format Across 33 Markets Sorted by AQH Share Time Spent Listening Average Station Daily Cume = 3.6 TSL per day = :50 Cume Rating
  • 29. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations for P18-34 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34, Average of Top 3 Stations by Format Across 33 Markets Sorted by AQH Share Cume Rating Time Spent Listening Average Station Daily Cume = 3.6 TSL per day = :50
  • 30. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations for P18-34 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P18-34, Average of Top 3 Stations by Format Across 33 Markets Sorted by AQH Share Average Station Daily Cume = 3.6 TSL per day = :50 Cume Rating Time Spent Listening
  • 31. A Look at 25-54 Top Performers
  • 32. Key Findings for 25-54 Top Performers (#1s) AC formats dominate the #1 rank position On average, one in nine people aged 25-54 tune in to top-ranked stations during the average day AOR top-ranked stations have a balance between the high Cume and high TSL Occasions remain the key factor for TSL
  • 33. Who are the #1s for Persons 25-54? AC represents 33% of the Number One Stations Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Count of Stations by Format, P25-54
  • 34. 1 in 9 Persons 25-54 Tune In to the Top-Ranked Station During an Average Day Daily Cume 11.3% AQH Share 8.4% Daily TSL 1:16 Daily Occasions 5.5 Time Spent per Occasion 10 minutes Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, #1 Ranked Stations Based on AQH Share, P18-34 1+ Hr Cume 69% Anatomy of Top-Ranked P25-54 Stations
  • 35. Key Metrics for the Average Station Persons 25-54 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P25-54 9 Daily Time Spent per Occasion (minutes) 4.2 Daily Occasions 0:57 Daily TSL 59% Percent 1+ Daily Cume 3.7% Daily Cume Rating 2.1% AQH Share Average Station
  • 36. Top 3 Stations vs. the Average Station Persons 25-54 Higher Shares for Top Three Stations driven by bigger Daily Cume. Occasions are the key to higher Time Spent Listening. Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P25-54 10 9 Daily Time Spent per Occasion (minutes) 5.4 4.2 Daily Occasions 1:14 0:57 Daily TSL 69% 59% Percent 1+ Daily Cume 9.9% 3.7% Daily Cume Rating 7.1% 2.1% AQH Share Top 3 Stations Average Station
  • 37. Key Metrics for Number 1 Stations Persons 25-54 Daily Cume is the primary difference maker between the number one spot and a top three position. Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P25-54 10 10 9 Daily Time Spent per Occasion (minutes) 5.5 5.4 4.2 Daily Occasions 1:16 1:14 0:57 Daily TSL 69% 69% 59% Percent 1+ Daily Cume 11.3% 9.9% 3.7% Daily Cume Rtg 8.4% 7.1% 2.1% AQH Share Number 1 Stations Top 3 Stations Average Station
  • 38. Key Metrics: The Number One #1 Persons 25-54 Source: PPM 33 Metro Markets, Jan-Feb-Mar 2010, Stations Based on AQH Share, P25-54 WDVE (AOR) was the station with the highest 25-54 share among the 33 markets. Its Top Rank was driven by extraordinary Daily Cume and very high Occasions. 10 5.5 1:16 69% 11.3% 8.4% Number 1 Stations 10 10 9 Daily Time Spent per Occasion (minutes) 6.1 5.4 4.2 Daily Occasions 1:28 1:14 0:57 Daily TSL 77% 69% 59% Percent 1+ Daily Cume 17.5% 9.9% 3.7% Daily Cume Rtg 14.6% 7.1% 2.1% AQH Share WDVE-FM Pittsburgh Top 3 Stations Average Station
  • 39. Key Metrics for 25-54 Top Performers (#1s) by Format Source: 33 PPM Markets, Metro, Mon-Sun 6AM-Mid, Jan-Feb-Mar 2010, P25-54, Formats Defined by #1 Stations Ranked on AQH Share 9.0 4.0 0:53 83% 66% 12.9% 6.4% Pop CHR (3) 12.0 6.5 1:32 96% 89% 7.8% 7.2% Spanish Classic Hits (1) 10.5 5.5 1:16 85% 63% 11.2% 7.9% Classic Hits (1) 10.0 5.4 1:21 94% 84% 10.3% 8.0% Sports (1) 10.2 5.6 1:16 84% 60% 10.9% 8.0% AC (11) 9.5 5.6 1:11 88% 71% 12.2% 8.4% Classic Rock (2) 10.0 5.2 1:09 86% 67% 13.4% 8.6% Hot AC (1) 9.5 5.6 1:18 93% 82% 11.3% 9.2% News Talk (2) 11.0 6.7 1:35 94% 81% 10.7% 9.8% Urban AC (2) 9.5 6.0 1:24 91% 77% 11.4% 9.9% Active Rock (2) 10.0 4.7 1:06 93% 85% 15.9% 11.8% All News (1) 10.0 6.1 1:28 93% 78% 17.5% 14.6% AOR (1) TSL Per Occasion Daily Occasions Daily TSL % of AQH 1+ hour Cume % of Cume 1+ hour per day Daily Cume AQH Share Format (# of top-ranked stations)
  • 40. Where Daily Cume and Daily TSL Meet Average of Top 3 Ranked Stations per Format for P25-54 Source: 33 PPM Metro Markets, Jan-Feb-Mar 2010, Mon-Sun 6AM-Mid, P25-54, Average of Top 3 Ranked Stations per Format by AQH Share Average Station Daily Cume = 3.7 TSL per day = :57 Cume Rating Time Spent Listening
  • 41. In Conclusion Daily Cume is the primary difference maker for Top Performers 1+ Hour Daily Cume contributes the bulk of most stations’ AQH and even more so for Top Performers Top Performer TSL is driven by How Often listeners tune in (occasions) more than Time Spent per Occasion While Daily Cume plays a vital role for every station, 25-54 Top Performers have higher levels of Time Spent Listening
  • 42. Follow Up Information Have Questions? Want a Copy of this Presentation? Please contact: Jenny Tsao, Arbitron [email_address] Thank You.

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