Portland Breakfast
Upcoming SlideShare
Loading in...5
×
 

Portland Breakfast

on

  • 1,389 views

Portable People Meter Event -

Portable People Meter Event -
November 4, 2009

Radio's New Ratings System.

Statistics

Views

Total Views
1,389
Views on SlideShare
1,353
Embed Views
36

Actions

Likes
0
Downloads
13
Comments
0

3 Embeds 36

http://parc.typepad.com 32
http://www.slideshare.net 3
http://email.secureserver.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Portland Breakfast Portland Breakfast Presentation Transcript

  • Welcome to the Portland Area Radio Council (PARC) Portable People Meter Seminar Melissa Kunde PARC, Executive Director 1 © 2009 Arbitron Inc.
  • Performance of the October 2009 Pre-Currency Data Michael Nelson Account Manager, Radio Station Services Jenny Tsao y PPM Implementation Market Manager 2 © 2009 Arbitron Inc.
  • Findings g  The Portland sample for October is representative of all demos, ethnicities, counties and language preferences. g g p  Compliance is similar to all other PPM markets. » On average 75% of panelists are carrying their meters for roughly 15 hours per day.  Cume audiences on the weekly and daily levels are higher than what has been seen in the diary.  Radio’s qualitative audience has changed. » I Income is no l i longer a major f t i li t i l j factor in listening levels l » Employment and out-of-home listening continues to drive ratings  PPM listening levels compared to diary are similar to 15 other PPM commercialized markets. markets » Many different formats are found in top rank positions  Ratings are more compressed among the top stations than in the diary service.  Granular data continues to provide insight into how consumers use radio. PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market. 3 © 2009 Arbitron Inc.
  • Portland PPM Scheduled Commercialization Plan Summer 2009 Diary Book Releases Oct 09 11/6: Oct PPM Pre-Currency Survey Releases Summer 2009 Diary Book Still Currency Nov 09 12/4: Nov 12/4 N PPM P C Pre-Currency D t R l Data Release Summer Diary Book No Longer Currency Dec D 09 12/31: Dec PPM Pre-Currency Data Release • PPM measurement in Portland began on Thursday, September 17th • Only one currency in use at a time • Full three month value of Summer 09 Diary book • Two months of PPM pre-currency data prior to Currency 4 © 2009 Arbitron Inc.
  • Portland Converts to Currency y  PPM data will be the ONLY form of currency scheduled f f to begin December 31  Arbitron’s license agreements prohibit the use of DIARY data for any transactional purpose after a market’s official conversion to PPM currency 5 © 2009 Arbitron Inc.
  • Sample p Portland PPM October 2009 6 © 2009 Arbitron Inc.
  • Portland Metro Sample p October 2009 Total Persons in Monthly Sample Monthly Installed Persons 1,399 Monthly In-tab Persons 1,316 Monthly In-tab Rate 94.1% Total Persons in Daily Sample Panel Target Size 889 Avg Daily In-tab Persons 908 Avg Daily In-tab Rate g a y tab ate 72.7% % Compliance-Capable* 1,158 Compliance Rate** 78.4% Installed Cell-Phone-Only Persons 88 Avg. Cell-Phone-Only In-Tab Persons 24 *Compliance-Capable Persons excludes panelists who are known to be away from home and panelists who experienced technical issues that prevented them from achieving in-tab. **Compliancerate is calculated as follows: Daily In-Tab Persons/Compliance-Capable Persons 7 © 2009 Arbitron Inc.
  • Sample Performance p by Age Cell October 2009 160 140 140 121 119 120 100 87 87 89 85 80 71 60 40 20 0 6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ *Designated Delivery Index: DDI = (actual/target)*100 8 © 2009 Arbitron Inc.
  • In-Tab Size Demo and Race/Ethnicity Portland Unique Avg. Daily Avg. Daily October 2009 In-tab Target In-tab Actual g DDI* Monthly In- Tab P6+ 889 908 102 1,316 P18+ 733 775 106 1,079 1 079 P18-54 502 475 95 706 P25 54 P25-54 418 415 99 590 Black 6+ 29 37 131 51 Hispanic 6+ 6 102 107 104 165 Other 6+ 758 763 101 1,110 *Designated Delivery Index: DDI = (actual/target)*100 9 © 2009 Arbitron Inc.
  • In-Tab Size 18-34 DDI Performance Portland Avg. Daily Unique Avg. Daily October 2009 In-tab In-tab In tab Actual DDI* Monthly In- y Target Tab Persons 18-34 218 177 81 301 Men 18-34 113 85 75 145 Women 18-34 106 92 87 156 Black 18-34 7 5 65 7 Hispanic 18-34 44 34 79 55 Other 18-34 167 137 82 239 *Designated Delivery Index: DDI = (actual/target)*100 10 © 2009 Arbitron Inc.
  • In-Tab Size 25-54 Race/Ethnicity Portland Unique Avg. Avg Daily Avg. Avg Daily October O t b 2009 In-tab Target In-tab Actual DDI* Monthly In- Tab Persons 25-54 418 415 99 590 Men 25-54 213 200 94 282 Women 25 54 25-54 205 215 105 308 Black 25-54 13 16 121 22 Hispanic 25-54 Hi i 25 54 49 60 121 86 Other 25-54 356 339 95 482 *Designated Delivery Index: DDI = (actual/target)*100 11 © 2009 Arbitron Inc.
  • Portland Metro & DMA 12 © 2009 Arbitron Inc.
  • Compliance and Carry Times Portland PPM October 2009 13 © 2009 Arbitron Inc.
  • Median Undock/Dock Times October 2009 Weekdays Female 6+ Male 6+ Undock Time 7:26 7 26 AM 7:18 AM 10:58 PM 10:57 PM Dock Time Portland Metro, In-Tab Persons 6+, October 2009 14 © 2009 Arbitron Inc.
  • Median Undock/Dock Times October 2009 Weekdays Hispanic 6 Hi i 6+ Black 6+ Bl k 6 Other 6 Oth 6+ Undock Time 7:13 AM 6:59 AM 7:26 AM 10:42 PM 11:11 PM 10:59 PM Dock Time Portland Metro, In-Tab Persons 6+, October 2009 15 © 2009 Arbitron Inc.
  • Median Undock/Dock Times October 2009 Weekdays 06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Undock Time 7:33 AM 7:12 AM 7:33 AM 7:18 AM 7:09 AM 7:07 AM 7:33 AM 8:27 AM 9:32 PM 10:24 PM 11:36 PM 11:04 PM 11:03 PM 11:01 PM 11:05 PM 11:01 PM Dock Time Portland Metro, In-Tab Persons 6+, October 2009 16 © 2009 Arbitron Inc.
  • Median Undock/Dock Times October 2009 Weekends 06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Undock Time 8:20 AM 7:48 AM 8:54 AM 8:55 AM 8:35 AM 9:14 AM 9:41 AM 9:58 AM 10:00 PM 10:42 PM 11:15 PM 11:11 PM 11:06 PM 11:12 PM 11:02 PM 12:20 AM Dock Time Portland Metro, In-Tab Persons 6+, October 2009 17 © 2009 Arbitron Inc.
  • Median Times by Gender y Out-of-Dock and Carry Times 15:41 15:54 14:32 14:59 Women Men Out-of-Dock Time Carry Time y Portland Metro, In-Tab Persons 6+, October 2009, Week-day 18 © 2009 Arbitron Inc.
  • Median Times by Race/Ethnicity y y Out-of-Dock and Carry Times 16:16 15:48 15:33 15:20 14:30 14:47 Hispanic 6+ Black 6+ Other 6+ Out-of-Dock Time Carry Time Portland Metro, In-Tab Persons 6+, October 2009, Weekday 19 © 2009 Arbitron Inc.
  • Median Times by Age y g Out-of-Dock and Carry Times 15:38 15:43 15:46 15:56 15:59 15:58 15:46 13:58 15:06 15:14 15:12 15:03 14:29 13:59 13:30 12:53 06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Out-of-Dock Time Carry Time 20 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Week-day
  • Preview of Portland Data 21 © 2009 Arbitron Inc.
  • Cume Estimates Portland PPM October 2009 22 © 2009 Arbitron Inc.
  • PPM Weekday Cume Rating y g Mon-Fri 6a-12m 100 94.9 94.6 94.3 94.1 93.2 92.3 90.9 90 86.7 80 70 60 50 40 30 20 10 0 Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+ Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009 23 © 2009 Arbitron Inc.
  • PPM Weekend Cume Rating g Sat-Sun 6a-12m 100 90 81.4 81.2 81 2 77.2 79.3 79 3 80 76.7 74.8 68.7 67.8 70 60 50 40 30 20 10 0 Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+ 24 © 2009 Arbitron Inc. Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009
  • Average Number Of Stations PPM Diary 3.9 4.0 3.8 2.4 2.4 2.4 P12+ Hispanic 12+ Other 12+ PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs. , , , , Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM 25 © 2009 Arbitron Inc.
  • Number Of Listening Occasions g PPM Diary 21.4 19.1 18.8 12.4 12 4 12.4 12 4 12.4 12 4 P12+ Hispanic 12+ Other 12+ PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, P tl d M t S Di Portland Metro, Summer 2009 M S 6AM MID P 2009, Mon-Sun 6AM-MID, Persons 12 12+ Note: Same stations are being used for comparison from Diary to PPM 26 © 2009 Arbitron Inc.
  • Average Time Spent Per Tune-in g p PPM Diary 1:41 1:14 1:11 1 11 0:36 0:33 0:36 Total 12+ Hispanic 12+ Other 12+ PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12 vs. PPM P tl d M t O t b 2009 M S 6AM MID P 12+ Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM 27 © 2009 Arbitron Inc.
  • Avg Weekly Cume Comparison Portland October 2009 PPM PPM Cume Diary Cume 800,000 In th Di I the Diary service, i Six stations exceed 400,000 no Portland radio Cume Persons in PPM stations exceeded 300,000 Weekly 600,000 Cume, b C based on an d average of the past four diary surveys – Fa08-Su09 Cum e 400,000 200,000 0 PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM 28 © 2009 Arbitron Inc.
  • PPM Vs. Diary Hour-by-Hour y y Cume Rating Comparison October O t b 2009 60.0 PPM Diary 50.0 50 0 40.0 30.0 20.0 10.0 0.0 00 6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P Monday - Friday Saturday - Sunday PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM 29 © 2009 Arbitron Inc.
  • Rating Comparisons g p Portland PPM October 2009 30 © 2009 Arbitron Inc.
  • PPM Conversion Grids Example Initial Portland OR Conversion Rate Portland, •Persons 12+ = .86 •Persons 18-34 = .72 •Persons 25-54 = .87 31 © 2009 Arbitron Inc.
  • PPM Vs. Diary Hour-by-Hour y y Persons 12+ AQH Rating Comparison 18.0 16.0 PPM Diary 14.0 12.0 10.0 8.0 6.0 4.0 2.0 0.0 6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P Monday - Friday Saturday - Sunday PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM 32 © 2009 Arbitron Inc.
  • PPM Vs. Diary Hour-by-Hour y y Persons 25-54 AQH Rating Comparison 20.0 20 0 18.0 PPM Diary 16.0 14.0 12.0 10.0 8.0 6.0 4.0 2.0 0.0 6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P 1 1 1 1 1 1 Monday - Friday Saturday - Sunday PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 25-54 vs. Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 25-54 Note: Same stations are being used for comparison from Diary to PPM 33 © 2009 Arbitron Inc.
  • PPM Vs. Diary y AQH Ratings By Daypart, P12+ 16 15.1 PPM 14 13.9 13.6 Diary y 12 12.1 12 11.2 10 8 7.7 7.1 6 4.9 4.3 4 2 0 Morning Drive Midday Afternoon Drive Nights Weekends Portland AQH Ratings, October 2009 vs. Summer 2009, P12+ Market totals Note: Same stations are being used for comparison from Diary to PPM 34 © 2009 Arbitron Inc.
  • 35 AQ H Rating M o- 0 2 4 6 8 10 12 14 16 18 20 22 Fr 6 A- M 7A o- Fr 7 A- © 2009 Arbitron Inc. M 8A o- Fr 8 M A- 9A o- Fr 9 M A- 10 o- A Fr 1 Persons 18-34 0A M -1 o- 1A Fr 1 1A M -1 Monday-Friday 6AM-MID o- 2P g y Fr 1 2P M -1 o- P Fr 1 Portland October 2009 PPM, Mon-Fri 6AM-MID P- M 2P o- Fr 2 Persons 18-49 P- M 3P o- Fr 3 Listening By Demo P- M 4P o- Fr 4 P- M 5P o- Fr 5 P- M 6P o- Fr 6 Persons 25-54 P- M 7P o- Fr 7 P- M 8P o- Fr 8 M P- 9P o- Fr 9 M P- 10 o- P Fr 1 0P M Persons 35-54 -1 o- 1P Fr 1 1P -1 2A
  • 36 A Q H R a tin g Sa -S 0 2 4 6 8 10 12 14 16 18 20 u 6A 22 Sa - 7A -S u 7A Sa - © 2009 Arbitron Inc. -S 8A u Sa 8A -S - 9A u Sa 9A -S - 10 u A Sat-Sun 6AM-MID 10 Sa A -1 -S u 1A 11 Persons 18-34 Sa A -1 -S 2P u 12 P g y Sa -1 -S P u 1P Sa - 2P -S u 2P - Portland October 2009 PPM, Sat-Sun 6AM-MID, Sa 3P -S u 3P Sa - Persons 18-49 -S 4P u 4P Listening By Demo Sa - 5P -S u 5P Sa - 6P -S u 6P Sa - 7P -S u 7P Sa - 8P -S u Persons 25-54 8P Sa -S - 9P u Sa 9P -S - 10 u P 10 Sa P -1 -S 1P u 11 P -1 2A Persons 35-54
  • Ratings by Employment Status g y p y Persons 25-54 20.0 18.0 16.0 14.0 12.0 10.0 8.0 6.0 4.0 25-54 em ployed 25-54 not employed 2.0 0.0 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P PPM, Portland, October 2009, Mon-Fri 6a-12m Persons 25-54 full-time/part-time vs. not employed, AQH Rating 37 © 2009 Arbitron Inc.
  • Ratings by In/Out of Home g y Listening Persons 25-54 180,000 160,000 140,000 120,000 100,000 Out of Home In Home 80,000 60,000 40,000 20,000 0 Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr 6A-7A 7A-8A 8A-9A 9A- 10A- 11A- 12P- 1P-2P 2P-3P 3P-4P 4P-5P 5P-6P 6P-7P 7P-8P 8P-9P 9P- 10P- 11P- 10A 11A 12P 1P 10P 11P 12A 38 © 2009 Arbitron Inc. Source: Portland Metro, PPM, P25-54, October 2009, AQH
  • Listening Levels by Income Level g y PPM Diary 14.0 12.5 12.0 10.9 10.1 10.5 10 5 9.7 9.7 10.0 9 8.5 8.0 6.0 4.0 40 2.0 0.0 $75K + $50K-$75K $25K-$50K <$25K PPM, P tl d PPM O t b 2009 Mon-Sun 6AM MID P PPM Portland PPM, October 2009, M S 6AM-MID, Persons 18+ vs. Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 18+, AQH Rating Note: Same stations are being used for comparison from Diary to PPM 39 © 2009 Arbitron Inc.
  • PPM Ratings Are More Compressed Difference in AQH rating points between the number 1 station Q gp and the number 10 station Portland Portland Portland Portland 18-34 18-49 25-54 35-54 Diary PPM Diary PPM Diary PPM Diary PPM M-F 6a-10a 2.4 0.6 1.1 0.6 1.4 0.6 1.8 0.8 M-F10a-3p M F10a 3p 1.8 18 1.1 11 0.6 06 0.9 09 0.9 09 0.6 06 0.9 09 1.0 10 M-F 3p-7p 1.2 0.7 0.6 0.8 1.0 0.8 1.2 1.0 M-F 7p-12m p 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6 Sa-Su 6a-12a 0.6 0.3 0.5 0.4 0.8 0.4 1.0 0.5 Diary data based on Summer 2009 PPM data based on October 2009 data Note: Same stations are being used for comparison from Diary to PPM 40 © 2009 Arbitron Inc.
  • PPM vs. Diary y Demographic Comparison 25 PPM 21 Diary 21 20 20 19 18 17 16 15 14 13 12 10 10 9 6 5 5 0 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Portland AQH Ratings, October 2009 vs. Summer08-Summer09, P12+ Market totals Note: Same stations are being used for comparison from Diary to PPM 41 © 2009 Arbitron Inc.
  • A Gl Glance at Radio t R di Formats in Portland October 2009 Pre-Currency PPM Data 42 © 2009 Arbitron Inc.
  • AQH Persons by Format y Groupings 40,000 40 000 PPM 35,000 33,600 30,000 26,500 25,200 25 200 25,000 19,800 19,400 20,000 14,400 13 500 , 13,500 15,000 15 000 10,900 10,000 8,000 7,500 5,000 2,700 800 0 ity n lk ts ry al k HR ts rts A d tia oc Ta on Hi se AA or nt al po ris C R ou on Sp Ba i ic eg s lS e Ch ew ss C rs tiv R h AC Al Pe la is N Ac ry an t/C an ra lk c/ ic Sp ul Ta po ex si Ad s em M la C t on C Portland AQH Persons, October 2009 Note: Same stations are being used for comparison from Diary to PPM 43 © 2009 Arbitron Inc.
  • 44 10,000 20,000 30,000 40,000 50,000 60,000 0 Mo-Fr 6A-7A 6 © 2009 Arbitron Inc. Mo-Fr 7A-8A 7 News/Talk Mo-Fr 8A-9A 8 Mo-Fr 9A A-10A Mo-Fr 10A A-11A Mo-Fr 11A A-12P Mo-Fr 12 2P-1P Mo-Fr 1P-2P Mo-Fr 2P-3P 2 Mo-Fr 3P-4P 3 News/Talk Mo-Fr 4P-5P 4 Mo-Fr 5P-6P 5 Hour x Hour Trends – P35+ Mo-Fr 6P-7P 6 Mo-Fr 7P-8P 7 Mo-Fr 8P-9P 8 Mo-Fr 9P P-10P Mo-Fr 10P P-11P Mo-Fr 11P P-12A
  • 45 10,000 0,000 20,000 30,000 0 Mo-Fr 3P-3:15P © 2009 Arbitron Inc. 5P-3:30P Mo-Fr 3:15 Mo-Fr 3:30 0P-3:45P Hour Mo-Fr 3:45P-4P 4 Mo-Fr 4P-4:15P Mexican Regional Mo-Fr 4:15 5P-4:30P Mo-Fr 4:30 0P-4:45P Mo-Fr 4:45P-5P 4 Mo-Fr 5P-5:15P Hour 5P-5:30P Mo-Fr 5:15 Mexican Regional Mo-Fr 5:30 0P-5:45P Mo-Fr 5:45P-6P Mo-Fr 6P-6:15P 5P-6:30P Mo-Fr 6:15 Mo-Fr 6:30 0P-6:45P QTR Ho r x QTR Ho r Trends – P6+ Mo-Fr 6:45P-7P
  • Contemporary Hit Radio ( y (Pop & Rhythmic) y ) P18-34 Day of the Week Listeningg 8,000 7,000 6,700 6,100 6,200 6,000 5,700 5,500 5,400 5,000 4,000 3,000 3,000 3 000 2,000 1,000 , 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 46 © 2009 Arbitron Inc.
  • 47 0 2,000 4 000 4,000 6,000 8,000 10,000 12,000 9/17/09 9/18/09 © 2009 Arbitron Inc. 9/19/09 All Sports 9/20/09 9/21/09 9/22/09 9/23/09 9/24/09 9/25/09 9/26/09 Men 18+, M-Su 6am-12m 9/27/09 Average Persons 9/28/09 9/29/09 What Happened on Sept. 21st 9/30/09 10/01/09 10/02/09 10/03/09 Average Persons for October was 6,700 10/04/09 10/05/09 10/06/09 10/07/09 10/08/09 10/09/09 10/10/09 10/11/09 10/12/09 10/13/09 10/14/09
  • PPM Reveals Event Listening The King of Pop died on Thursday, June 25, 2009. 25 2009 Did New York radio listeners hear the news from radio? Did NNew Y k radio programmers make York di k the right decision to meet the needs of his fans? 48 © 2009 Arbitron Inc.
  • Michael Jackson’s Death: PPM Reveals Radio’s St R di ’ Strength With Breaking News th B ki N New York News/Talk Radio, Average Daily Cume, Persons 25-54 180,000 First wide spread 160,000 reports of Michael Jackson’s death 140,000 120,000 100,000 00,000 80,000 60,000 40,000 20,000 0 2A -1 P 5P P -1 P :4 5P P- 0 P 10 -1 P 11 -1 P 11 P-1 P P- P 45 P P- P 45 P P- P 45 P P- P 45 P P- P 45 5P 5P 6P -6P 5P 7P -7P P 8P -8P 5P 9P -9P 5P 0P 3 0 5 0 5 1 5 0 45 0 45 0 45 0 45 0 15 :15 -1 10 0:4 :3 1:3 4 5: -5: 3 6: -6: 3 7: -7: 3 8: -8: 3 9: -9: 3 4 10 -1 :1 0:1 11 -1 :1 1:1 5: -5 :1 6: -6 :1 8: -8 :1 9: -9 :1 P P P P 0: 1: 5: 6: 7: 8: 9: 5P P -7 1 P P P P P 5P :4 5: 6: 7: 8: 5P 0P P 15 30 15 30 30 15 30 15 30 9: 11 5 :3 7: 10 6/25/09 Average Thursday Source: New York Metro, PPM June-July 2009, P25-54, M-Su 6a-Mid, Avg Daily Cume Persons 49 © 2009 Arbitron Inc. Average Thursdays = June-July 09 minus 6/25/09, Stations = WABC-AM, WCBS-AM, WINS-AM
  • 50 0 200,000 400,000 600,000 800,000 1,000,000 1 200 000 1,200,000 1,400,000 5/28/09 9 1,600,000 5/29/09 9 6/01/09 9 6/02/09 9 © 2009 Arbitron Inc. 6/03/09 9 6/04/09 9 6/05/09 9 6/08/09 9 6/09/09 9 6/10/09 9 6/11/09 9 6/12/09 9 6/15/09 9 6/16/09 9 6/17/09 9 6/18/09 9 6/19/09 9 6/22/09 9 6/23/09 9 6/24/09 9 6/25/09 9 6/26/09 9 6/27/09 9 1,363,600 6/28/09 9 6/29/09 9 6/30/09 9 7/01/09 9 7/02/09 9 7/03/09 9 7/06/09 9 Friday, Source: New York Metro, PPM June-July 2009, P25-54, M-F 6a-Mid, Avg Daily Cume Persons 7/07/09 9 7/08/09 9 7/09/09 9 7/10/09 9 7/13/09 9 after Michael Jackson dies 7/14/09 9 Friday 6/26 - the day 7/15/09 9 programming to Michael Jackson hits 7/16/09 9 7/17/09 9 7/20/09 9 7/21/09 9 The next day, WKTU (Rhythmic AC) alters 7/22/09 9
  • Stations Airing Christmas Music in g PPM Markets 2.0 1.8 1.6 1.4 14 1.2 1.0 0.8 0.6 0.4 0.2 0.0 00 Washington, DC Atlanta Detroit Houston New York Week of 11/27/08 Week of 12/04/08 Week of 12/11/08 Week of 12/18/08 Source: Arbitron PPM; Atlanta, Los Angeles, Detroit, Los Angeles and Washington, DC Metros; Mon-Sun 6AM-Mid; P6+ 51 © 2009 Arbitron Inc.
  • Summary y  Compliance is similar to all other PPM markets  Listening levels continue to follow trends in other PPM markets » Employment, as well as out-of-home listening continues to be a major driver of ratings  Listening levels on evenings and weekends are similar to that of the diary.  Radio’s reach in Portland is approximately 90% of the metro each week  Ratings are compressed among top tier stations.  Granularity of PPM will allow programmers to improve the product in ways not possible with diary 52 © 2009 Arbitron Inc.
  • Portland P tl d October 2009 Pre-Currency PPM Data Arbitron, Inc. November 6, 2009 53 © 2009 Arbitron Inc.
  • Katie Wilcox Clear Channel San Francisco General Sales Manager 54 © 2009 Arbitron Inc.
  • Transitioning to PPM What to Expect & How to Prepare
  • Diary PPM Methodology Methodology People record their radio listening for seven days in a Personal people meter is a portable electronic device (shaped “diary” like a pager and worn on the body with a clip) that records an encoded digital signal in radio broadcasts Release Periods Release Periods Quarterly / Seasonally (for example July, August and Monthly plus a holiday release for a total of 13 release periods September data released as the “Summer Book ) Summer Book”) (January through December plus “holiday”) holiday ) Intab and Participants Intab and Participants Sample of 2,725 Age 12+ Panel of 1,185 Persons Age 6+ (889 daily) An average of 225 different people each week for 12 Participants may stay in the panel for as long as two years weeks make up the 2,725 person sample Average term on a panel is eight months Panel composition is reflective of the market demographics Responses of Spanish speaking Hispanics and African based on US Census data with slight weighting for under American respondents are heavily weighted to create a represented minorities i ll i f h k statically accurate representation of the market Adult Panelist must carry the PPM for at least eight hours per Relies on individuals to accurately recall and record all day for the results to be included radio listening Demo Demo Ages 12 and older measured Ages 6 and older measured Included Stations Included Stations Radio stations that subscribe to the diary service are “in All radio stations that are encoded with an embedded signal the book”. Predominantly commercial broadcasters. within the audio broadcast. Sample can include commercial, public, university, HD, streaming etc. Other Differences Other Differences Recalled and written account of active listening. Digital measurement of radio exposure including stations Primarily included stations that were selected by the overheard and those not personally selected by participant. diary keeper Each panelist is exposed to more radio stations (in public Specific start and end times of listening session are places, taxis, etc.) creating an increase in cume for most based on recall. Overall results reflect longer total TSL stations compared diary measurement. than PPM measurement.
  • The Impact: Ratings & Rankers  Massive market compression  Lose “phantom” TSL  p Gain “phantom” cume  Younger stations get older  Older stations gain some y g younger g audience but comp can skew even older  Daypart importance- AMD decreased while MID becomes a bigger player. Weekends are viable stand alone.  Urban wildcard- depends on TSL
  • Impact: Cume, AQH & Frequency  The meter records more stations per listener and thus cume listening levels (per station) go up. g p  Generally speaking the stations that tend to be played in public environments have the (vs. diary). biggest cume increases (vs the diary)  However, most of this cume is very light and doesn’t have a significant impact on the AQH estimate (48% of cume drove 8% of ti t f d f market AQH & 52% of Cume had TSL one hour or less in SF launch)  Much of this cume won’t show up in a schedule as reach.  Cume, therefore, Cume therefore does not show up in Frequency
  • Impact: Weighting, Gender and Employment  E l Employed li t t radio, d listen to di unemployed watch TV  Behavior f B h i of employed i fl l d influence ratings  Panel and weighting b P l d i hti based on d census data  Men have slightly higher ratings than women  Male ratings increase and composition shifts
  • The Bottom Line  PPM captures more listeners per station, and more stations per listener, but listeners stay tuned into each station a shorter period of time on average than recorded in the diary method y  Just because t e measurement c a ged the easu e e t changed does not mean that stations are suddenly under performing.  The measurement “base-line” has changed, not the value or results of radio
  • The Impact: Negotiations  CPPs go up diary to PPM (35%)  Negotiations can be more subject to short term fluctuations  Non N monetary negotiables critical t ti bl iti l  Gain reach, lose AQH, lose frequency
  • The Impact: Clients  Decreased access to zip code data  Increased cume does not impact AQH significantly – frequency a challenge to demonstrate  Planning can be out of sync with market reality  Default to SQAD (big shops only)
  • Opt o s o uye s Options for Buyers  Reduce points levels (e.g. 75 points) and use the same b dget budget.  If they were getting results at 100 Diary points, you can expect the same results from 75 PPM points  Plan for lower frequencies  If they were getting results at a 3.0 frequency with diary methodology, methodology you will get the same results from a 1 8 -2 0 1.8 2.0 frequency with PPM  Evenly distribute spots against all dayparts to coincide with PPM data.  Evenings and weekends will help with your efficiencies  Increase your CPP and buy the same point levels (e.g. (e g 100 points). Budget will have to increase points) increase.
  • g p Selling in a Compressed Market  Find your real USP (its not , g , g g cume, heritage, signal strength or anything generic)  Identify the emotional connection between station and audience- sell it!  Customer Service  Sell results
  • Do Yourself a Favor  Call the releases “monthlies”  Pre-sell your qualitative now  Educate your ratings sensitive clients  Find more non-ratings sensitive clients  Pre-sell how listeners really use radio (address dayparts, frequency, etc.)  Pre-sell exposure  Don’t knock it, get on board
  • Selling in a Compressed Market  Know the numbers: Find the tie y breakers and know your weak spots  Turnover  Audience Comp  Gender Distribution  Hourly sweet spots y p  % of total audience 25-54  Make the sale before the avail
  • Good Luck!  Questions??
  • PPM MARKET CONVERSION THE NEW CURRENCY Jim Gaither Director of Media Negotiations The Richards Group
  • PORTABLE PEOPLE METER (PPM) Passive di P i audio measurement d i t device that tracks radio listening at any location
  • PORTABLE PEOPLE METER (PPM) Passive di P i audio measurement d i t device that tracks radio listening at any location Showing that consumers listen to more radio than previously thought, but on a wider variety of stations
  • PORTABLE PEOPLE METER (PPM) Passive di P i audio measurement d i t device that tracks radio listening at any location Showing that consumers listen to more radio than previously thought, but on a wider variety of stations Fragmented ratings
  • PORTABLE PEOPLE METER (PPM) Passive di P i audio measurement d i t device that tracks radio listening at any location Showing that consumers listen to more radio than previously thought, but on a wider variety of stations Fragmented ratings Radio buys need to b “d R di b d be “deeper” ”
  • CURRENCY CONVERSION PPM Diary 1.4 1.0 1.2 0.8 1.0 10 0.6 0.8 0.6 06 0.4 0.4 0.2 0.2 0.0 0.0
  • PPM vs. DIARY CONVERSIONS 1.00 0.90 0 90 0.83 0.80 0.70 0.60 0.50 0.40 0.30 0.20 0.10 0.00 ATL CHI DFW DET HOU LA RSB NY M SU NS PHI SF SJ WSH Averag e
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab Far less reliance on “super-heavy” diary p y y keeper
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab Far less reliance on “super-heavy” diary p y y keeper Five times the current weekly sample size
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab Far less reliance on “super-heavy” diary p y y keeper Five times the current weekly sample size More stable audience trends
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab Far less reliance on “super-heavy” diary p y y keeper Five times the current weekly sample size More stable audience trends PPM data allows for audience estimates of Children ages 6 to 11
  • STABLE AND COMPLETE DATA Passive P i measurement of actual exposure, t f t l rather than recall Only those with demonstrated compliance counted as in-tab Far less reliance on “super-heavy” diary p y y keeper Five times the current weekly sample size More stable audience trends PPM data allows for audience estimates of Children ages 6 to 11 PPM data allows for audience estimates in cell phone-only h ll h l households h ld
  • COMMON QUESTIONS During the initial transition, how do D i th i iti l t iti h d buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
  • COMMON QUESTIONS During the initial transition, how do D i th i iti l t iti h d buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why? What are your customers using radio expecting with the change to PPM? Are they engaged in the details?
  • COMMON QUESTIONS During the initial transition, how do D i th i iti l t iti h d buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why? What are your customers using radio expecting with the change to PPM? Are they engaged in the details? In your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix?
  • COMMON QUESTIONS During the initial transition, how do D i th i iti l t iti h d buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why? What are your customers using radio expecting with the change to PPM? Are they engaged in the details? In your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix? How have your planners/buyers adjusted to t e c a ge in levels of frequency as we the change e e s o eque cy e convert to PPM from diary?
  • COMMON QUESTIONS During the initial transition, how do D i th i iti l t iti h d buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why? What are your customers using radio expecting with the change to PPM? Are they engaged in the details? In your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix? How have your planners/buyers adjusted to t e c a ge in levels of frequency as we the change e e s o eque cy e convert to PPM from diary? With the shift in ratings, have buyers
  • COMMON QUESTIONS You have experienced a lot with PPM Y h i d l t ith beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?) g y p
  • COMMON QUESTIONS You have experienced a lot with PPM Y h i d l t ith beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?) g y p With compression in the ratings, how can stations help sell the value of their stations (b id j i (besides just a ranker?) k ?)
  • COMMON QUESTIONS You have experienced a lot with PPM Y h i d l t ith beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?) g y p With compression in the ratings, how can stations help sell the value of their stations (b id j i (besides just a ranker?) k ?) Since your agency has undergone multiple market conversions what has conversions, been the most challenging adjustment for you?
  • COMMON QUESTIONS Have more or l H less $ been spent b your b t by customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?
  • COMMON QUESTIONS Have more or l H less $ been spent b your b t by customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before? Is the shift to PPM good for radio in your opinion?
  • COMMON QUESTIONS Have more or l H less $ been spent b your b t by customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before? Is the shift to PPM good for radio in your opinion? What would happen if radio stayed with diary methodology, in your opinion?
  • COMMON QUESTIONS Have more or l H less $ been spent b your b t by customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before? Is the shift to PPM good for radio in your opinion? What would happen if radio stayed with diary methodology, in your opinion? What are some highlights to what you've g g y seen regionally? Perhaps, what have you noticed in markets like Dallas/Houston vs LA,, CHI or N s C o NY?
  • BOTTOM LINE …
  • BOTTOM LINE … PPM is good! i d!
  • BOTTOM LINE … PPM is good! i d! FOR ALL OF US
  • Thank You 101 © 2009 Arbitron Inc.