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An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
An Overview of Audio
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An Overview of Audio

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Presentation to the ARF Audio Council

Presentation to the ARF Audio Council

Published in: Business
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  • 1. © 2006 Arbitron Inc. ARF Audio Council Panel Discussion Tony Hereau Arbitron PPM Implementation Team October 30, 2007
  • 2. © 2006 Arbitron Inc. Our Agenda For Today The Switch to Electronic Measurement High-level Data Insights Planning & Buying in a PPM World New York and Beyond
  • 3. © 2006 Arbitron Inc. The Most Tested and Deployed Electronic Measurement System for Radio in the World
  • 4. © 2006 Arbitron Inc. The Switch To Electronic Measurement ►The differences between the diary and PPM are really the differences between Perceptual Measurement (Diary) and Behavior Measurement (PPM). ►Another electronic measurement system would show the same thing. ►15 years of development and now it is use in over 20 counties worldwide
  • 5. © 2006 Arbitron Inc. Why PPM? New Opportunities for Advertisers and Broadcasters Enhanced credibility More stable survey-to-survey trends Faster data make radio more relevant PPM offers the 6-11 demographic Alternative delivery methods can be measured
  • 6. © 2006 Arbitron Inc. What’s Different Between the Methodologies? Pen and Paper Diary vs. PPM Electronic Measurement Diary Methodology » Persons 12+ » Paper diary captures recalled exposure » Quarterly report » 12 different groups of people each quarter » Metro, TSA, DMA » Includes landline households only » Compliance = return diary PPM Methodology » Persons 6+ » Electronic device captures actual exposure » Monthly report » Panel composed of people who participate over time » Metro » Includes cell-only households » Daily motion based compliance
  • 7. © 2006 Arbitron Inc. The Impact of PPM on Ratings High-level data insights
  • 8. © 2006 Arbitron Inc. PPM Reveals Radio’s New Listening Dynamics • People exposed to more stations • People tune-in more often to more stations • Shorter Time Spent per exposure • Net effect… Higher Cume, Lower AQH than what we observed in the past
  • 9. © 2006 Arbitron Inc. PPM Captures More Stations Per Person Than the Diary Average # of stations heard per week Philadelphia Metro, June 2007 PPM vs. Fall 2006 Diary, Mon-Sun 6AM-Mid, Persons 12+, Unweighted 2.8 2.8 2.7 2.9 4.6 5.1 4.5 4.5 Total Black Other Hispanic Diary PPM
  • 10. © 2006 Arbitron Inc. 17984 12929 12061 11389 9839 8997 8831 7757 6709 6094 5807 5185 4050 3697 3255 1673 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 W B E B-FM K YW -A M W O G L-FM W B E N -FM W M G K -FM W M M R -FM W R D W -FM W X TU -FM W P H I-FM W IP -A M W Y S P-FM W R N B -FM W P H T-AM W X P N -FM W P P Z-FM W P E N -A M PPM Diary Cume Is Up Significantly for Most Stations in the Philadelphia Market Cume (00) Philadelphia Metro, January 2007 PPM vs. Fall 2006 Diary
  • 11. © 2006 Arbitron Inc. PPM Shows More Listening Occasions Per Week 14.1 13.3 16.2 21.7 23.4 21.5 17.3 13.6 Total Black Other Hispanic AverageNumberofTune-Ins Diary PPM Philadelphia Metro, June 2007 PPM vs. Fall 2006 Diary, Mon-Sun 6AM-Mid, Persons 12+, Unweighted
  • 12. © 2006 Arbitron Inc. Listening Occasions Are Shorter 1:14 1:36 1:07 1:16 0:35 0:36 0:35 0:30 0:00 0:15 0:30 0:45 1:00 1:15 1:30 1:45 Total Black Other Hispanic TimeSpentperOccasionofListening Diary PPM Philadelphia Metro, June 2007 PPM vs. Fall 2006 Diary, Mon-Sun 6AM-Mid, Persons 12+, Unweighted
  • 13. © 2006 Arbitron Inc. Other PPM Themes What else are we seeing? • Midday and Afternoon Drive are as strong as the Morning Drive daypart • Working persons drive radio listening • Younger-skewing stations get older, older-skewing stations become younger • Events, contests and special appearances are meaningful • Nights and weekends are stronger dayparts
  • 14. © 2006 Arbitron Inc. Buying Radio in a PPM World What does this mean in the real world of planning GRPs and effective scheduling?
  • 15. © 2006 Arbitron Inc. TSL AQH Rating At the End of the Day… All Listening Is Created Equal, No Matter the Measurement Device CUME
  • 16. © 2006 Arbitron Inc. PPM Provides a Different Audience Measurement SAME SPEED • 80 Miles Per Hour • 120 Kilometers Per Hour DIFFERENT MEASURE
  • 17. © 2006 Arbitron Inc. Compression of Ratings In PPM 0.480's HitsKHPT-FM 0.4Classic HitsKHTC-FM 0.4CountryKILT-FM 0.4Rhythmic Contemporary HitKBXX-FM 0.5Contemporary ChristianKSBJ-FM 0.5News Talk InformationKTRH-AM 0.5CountryKKBQ-FM 0.5Urban Adult ContemporaryKMJQ-FM 0.5Spanish Adult HitsKOVE-FM 0.6AlternativeKTBZ-FM 0.6Hot Adult ContemporaryKHMX-FM 0.6Classic RockKKRW-FM 0.6Pop Contemporary Hit RadioKRBE-FM 0.6Adult ContemporaryKODA-FM 0.6Mexican RegionalKLTN-FM AQH RatingFormatOutlet Person 25-54 Mo-Su 6a-12m Houston - April 2007
  • 18. © 2006 Arbitron Inc. Ratings Compression Comes with PPM • Fewer GRPs spread among the same number of stations • Lower ranked stations closer to the leaders • Several stations with nearly the same ratings • More stations to consider • Qualitative and other metrics take on greater importance in station selection
  • 19. © 2006 Arbitron Inc. Cost Per Point adjustment: A Tale of Two Schedules Original buy with Diary Original buy with PPM
  • 20. © 2006 Arbitron Inc. Cost Per Point adjustment: A Tale of Two Schedules Original buy with Diary Original buy with PPM
  • 21. © 2006 Arbitron Inc. PPM vs. Diary Reach Scenarios Green=PPM Reach indexes 5% or higher than Diary Blue= PPM within 5% of Diary (higher or lower) Red= PPM indexes 5% lower than Diary 1111021109710895W 18-34 11810711610211397M 18-34 4 weeks1 week4 weeks1 week4 weeks1 weekPPM 24 spots/ station18 spots/ station12 spots/ station 1131041159911091W 25-54 10592103889983W 18-34 136124134119127112M 25-54 112981099410487M 18-34 4 weeks1 week4 weeks1 week4 weeks1 weekDiary 24 spots/ station18 spots/ station12 spots/ station
  • 22. © 2006 Arbitron Inc. Reach and Frequency Key Findings • One week Reach for PPM: Near diary for moderate and heavier schedules; somewhat lower for lighter schedules • Four week Reach for PPM: Significantly higher than diary for moderate and heavier schedules; roughly the same for lighter schedules • Station selection by PPM Rank: Reach is generally higher when stations are selected based on rank in PPM instead of diary
  • 23. © 2006 Arbitron Inc. PPM Service Launch in New York and Beyond SM
  • 24. © 2006 Arbitron Inc. Hours of Out-of-Dock and In- Motion are Consistent Across Markets 15.5 14.5 15.6 14.6 15.6 14.6 0 5 10 15 20 Out-of-Dock In-Motion MedianHours Houston Philadephia New York September 2007, Total Week, In-tab Persons
  • 25. © 2006 Arbitron Inc. Meter Out-of-Dock Times are Consistent Across Market by Race/Ethnicity 14.5 14.5 14.2 14.614.6 14.6 14.2 14.714.6 14.7 14.2 14.7 0 5 10 15 20 Total 6+ Black 6+ Hispanic 6+ Other 6+ MedianHours Houston Philadelphia New York September 2007, Total Week, In-tab Persons
  • 26. © 2006 Arbitron Inc. Encoding Status New York Metro (including Nassau-Suffolk and Middlesex-Somerset-Union) • Invited to encode: 152 stations • Agreed to encode: 115 stations » 89.7 share of NY Metro • Ready for reporting: 93 stations » Includes stations that have installed encoding equipment and completed all assurance checks » 89.4 share of NY Metro As of 10/27/2007
  • 27. © 2006 Arbitron Inc. Reporting • All stations that meet minimum reporting standards will be reported in all services » Including non-subscribers and non-commercial stations » Total Line Only reporting for qualified stations using same rules as diary service • New broadcast platform (e.g., Internet, HD) reporting beginning in 3Q 08
  • 28. © 2006 Arbitron Inc. Reporting • PPM = metro estimates only » Diaries remain in non-metro counties » DMA estimates will be based on meter/diary combined estimates • Meter Diary Combination Process » AQH Persons and Cume Persons calculated from PPM sample in Metro counties » AQH Persons and Cume Persons calculated from diary sample in non-metro counties » Persons estimates summed to produce DMA estimates
  • 29. © 2006 Arbitron Inc.
  • 30. © 2006 Arbitron Inc.
  • 31. © 2006 Arbitron Inc. Station: WAAA-FM (example) (hybrid) New York Spring 07 Counties 12+ Pop. DIARY AQH Persons COMBO AQH Persons BERGEN, NJ 773,200 8,400 5,880 BRONX, NY 1,088,400 8,600 6,020 DMA County DUTCHESS, NY 255,100 100 100 ESSEX, NJ 647,400 7,900 5,530 DMA County FAIRFIELD (BR SPLIT) 292,900 0 0 DMA County FAIRFIELD (D SPLIT), CT 161,900 200 200 FAIRFIELD (SN SPLIT), CT 302,000 300 210 HUDSON, NJ 505,300 6,000 4,200 DMA County HUNTERDON, NJ 112,400 200 200 KINGS, NY 2,044,500 25,100 17,570 MIDDLESEX, NJ 671,300 5,600 3,920 MONMOUTH, NJ 538,000 2,800 1,960 MORRIS, NJ 416,500 4,100 2,870 NASSAU, NY 1,130,700 8,600 6,020 NEW YORK, NY 1,399,000 8,600 6,020 DMA County OCEAN, NJ 482,500 700 700 DMA County ORANGE, NY 314,800 200 200 PASSAIC, NJ 407,900 4,600 3,220 DMA County PIKE, PA 51,700 0 0 PUTNAM, NY 85,800 0 0 QUEENS, NY 1,898,900 19,800 13,860 RICHMOND, NY 396,500 5,200 3,640 ROCKLAND, NY 241,600 900 630 SOMERSET, NJ 269,500 1,100 770 SUFFOLK CENTRAL W, NY 365,200 900 630 SUFFOLK CENTRAL E, NY 419,600 1,100 770 SUFFOLK EAST, NY 117,200 100 70 SUFFOLK WEST, NY 341,200 900 630 DMA County SULLIVAN, NY 66,700 100 100 DMA County SUSSEX, NJ 131,500 300 300 DMA County ULSTER, NY 160,400 0 0 UNION, NJ 442,000 5,000 3,500 DMA County WARREN, NJ 94,100 200 200 WESTCHESTER, NY 789,400 5,300 3,710 TOTAL DMA AREA 17,415,100 132,900 93,630 TOTAL METRO AREA 15,291,100 Ratio 87.8% ALL PPM AQH Persons 5,880 6,020 70 5,530 0 140 210 4,200 140 17,570 3,920 1,960 2,870 6,020 6,020 490 140 3,220 0 0 13,860 3,640 630 770 630 770 70 630 70 210 0 3,500 140 3,710 93,030 Ratio: 99.4% Metro = 87.8%
  • 32. © 2006 Arbitron Inc. 11/7: October PPM Pre-Currency Release Summer 07 Diary Book Releases (last diary report)Oct 07 (9/20—10/17) New York, Nassau-Suffolk, Middlesex-Somerset-Union PPM Rollout Plan 12/5: November PPM Pre-Currency Release Summer 07 Diary Book Still CurrencyNov 07 (10/18–11/14) 12/31: December PPM Currency Release Summer Diary Book No Longer CurrencyDec 07 (11/15–12/12) • © 2006 Arbitron Inc. 06-PPM-957 11/06 • Only one currency in use at a time • Full three month value of Summer Diary book • Two months of PPM demonstration data prior to Currency
  • 33. © 2006 Arbitron Inc. Pre-Currency Do’s & Don’ts • Pre-currency data include the two months of ratings released before the first month of currency data » New York pre-currency months are October and November 2007 » For agencies: Pre-Currency data may be used for media planning purposes, but not to negotiate prior to the first currency month • Once the first month of currency data has been released, the two months of pre-currency data may be used for media planning, buying and selling purposes » New York first currency month is December 2007 » Once the first month of currency data is released, the preceding two months of pre-currency data can be used for posting purposes – This is a unique circumstance that only occurs when a market is converting from diary to meter. • Data should not be provided to or shared with any stations that are unlicensed to receive PPM data.
  • 34. © 2006 Arbitron Inc. Final Diary Reports First PPM Currency Reports Transition to PPM Measurement Atlanta Detroit Washington Dallas San Francisco Chicago Los Angeles New York Houston Philadelphia March 08 June 08 Sep 08 December 08 December 08 Jan Dec 2008 FA 07 FA 07 SP 08 SU 08 SU 08 March 08 WI 08 December 08SU 08 December 07 June 07 March 07
  • 35. © 2006 Arbitron Inc. PPM Futures New Design Blue Tooth Capability 3rd Party “Host” Device Service Beyond Top 50

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