Measuring the Impact of
Traditional Media
Anatomy of a Baseball Broadcast
The Breakdown
• 3 hour game:
– 90 minutes of players standing around
– 40 minutes of commercials
– 14 minutes of live acti...
1952 World Series - Game 6
1952 World Series - Game 6
– Nearly all measures were the same except:
• 30 fewer minutes of commercials
• No instant repl...
Impact of Traditional Media
• Strengths of traditional media
Impact of Traditional Media
• Strengths of traditional media
• Audience measurement
Impact of Traditional Media
• Strengths of traditional media
• Audience measurement
• The future (media centric content
c...
Traditional Media in Jeopardy
TV is Dead
How To Save Radio
Newspaper In Decline
Myth or Reality?
Video Consumer Mapping Study
(VCMS)
Ball State University Media Center
http://cms.bsu.edu/Academics/CentersandInstitutes/C...
Video Consumer Mapping Study
• Consumer-centric
• Media neutral
• 4 screen study
What Did They Measure?
• Two full waking days of observation
• In April/May and again in Sept/Oct 2008
• Five markets acro...
Media Resources
• Nielsen-TV viewership
• Arbitron-Radio listenership
• comScore/Compete/NetRatings-Web usage
• MRI-Magazi...
Self-reported vs. Observed
AVERAGE DAILY MINUTES OF SCREEN MEDIA BY AGE GROUP
Consumers Accumulated Screen Time
Average Daily Minutes, Core Sample, N...
Share and Ranking of Average Daily Minutes for Screen Media
Nonconcurrent Usage
Conclusion
• TV isn’t dead
• Concurrent usage is real and accounts for
15-28% of all media screen time
• Usage patterns wi...
Measurement of Traditional
Media
Radio
• Portable medium
• Typically the 2nd highest reach medium in
a market
• Good local market medium with lower
product...
Radio Audience Measurement
• Dairy (active)
• Portable People Meters (passive)
Diary (Arbitron)
Portable People Meters
• Measures analog, digital, live and
recorded broadcasts (not satellite)
• Utilizes "psychoacoustic...
Station Encoder & Monitor
Analog Encoder
Digital Encoder
SDI Encoder
PPM
Meter Base Station
Portable Recharger
ThePPM System in Action
Diary vs. Meters
• High rated stations yield lower ratings with
PPMs
• Smaller stations increase in ratings
• More station...
Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or ...
Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or ...
Unit of Measurement-Rating
• 1 rating point=
1% of the target
audience
Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the advertising time
– The tighter the ...
Future of Radio Measurement
• PPM penetration
TV Attributes
• Mass reach medium
• Intrusive
• Accesses all learning modalities
• 99% US household penetration
TV Audience Measurement
• Diary (active)
• Set meters (passive to the household)
• People meters (active to the individual)
Diary (Nielsen)
Additional Information
Meters
Meter vs. Diary
Peoplemeters
What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who enters a station's call
letters, program titl...
What is a Viewer?
• Operationally a viewer is defined by NTI as
"someone who enters a station's call letters,
program titl...
What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who pushes a button on the
Nielsen Peoplemeter re...
Arbitron Measuring TV
Unit of Measurement-Rating
• 1 rating point is equivalent to reaching 1%
of the target population
Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the program
– The tighter the inventory...
Future of TV Measurement
• Screen shifting to the web/iTV will provide
more granular information on the user, the
session,...
Newspaper Attributes
• Considered a mini-mass media vehicle
• Local market focused
• Reaches and older, more affluent
demo...
Newspaper Measurement
Paid subscribers
Audit statements (ABC, BPA, CNA)
Media Audit, Scarborough
MRI (large newspapers)
Ne...
Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publi...
Future of Measurement
Magazine Attributes
• Portable
• Potentially large pass- along audiences
• Controlled circulations (B2B)
• Content specifi...
Magazines
– Paid subscribers
– Audit statements (BPA, ABC)
– Media Audit, Scarborough
– MRI, Simmons, Ipsos
– Web stats
Online without Offline
Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publi...
Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publi...
Unit of Measurement
• Target audience composition
• Target audience reach %
• Target audience persons (000)
• Household pe...
Outdoor Attributes
• Location based
• Larger than life
• Digital expands capabilities
Unit of Measurement
• DEC (daily effective circulation)
• Eyes On measurement (new to the
industry)
• Geographic proximity
Viewer Defined
• As the average number of persons 18+
potentially exposed to an out-of-home
advertising display for 12 hou...
Conclusions
• The average adult see between 900 and
5,000 ad messages per day
• Traditional media vehicles are part of tha...
Questions ?
Tv, print, radio   measuring the impact of traditional media
Tv, print, radio   measuring the impact of traditional media
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Tv, print, radio measuring the impact of traditional media

  1. 1. Measuring the Impact of Traditional Media
  2. 2. Anatomy of a Baseball Broadcast
  3. 3. The Breakdown • 3 hour game: – 90 minutes of players standing around – 40 minutes of commercials – 14 minutes of live action – 10 minutes in instant replays
  4. 4. 1952 World Series - Game 6
  5. 5. 1952 World Series - Game 6 – Nearly all measures were the same except: • 30 fewer minutes of commercials • No instant replay
  6. 6. Impact of Traditional Media • Strengths of traditional media
  7. 7. Impact of Traditional Media • Strengths of traditional media • Audience measurement
  8. 8. Impact of Traditional Media • Strengths of traditional media • Audience measurement • The future (media centric content centric?)
  9. 9. Traditional Media in Jeopardy
  10. 10. TV is Dead
  11. 11. How To Save Radio
  12. 12. Newspaper In Decline
  13. 13. Myth or Reality?
  14. 14. Video Consumer Mapping Study (VCMS) Ball State University Media Center http://cms.bsu.edu/Academics/CentersandInstitutes/CMD/InsightandResearch/C apabilities/ProjectGallery/VideoConsumerMappingStudy.aspx
  15. 15. Video Consumer Mapping Study • Consumer-centric • Media neutral • 4 screen study
  16. 16. What Did They Measure? • Two full waking days of observation • In April/May and again in Sept/Oct 2008 • Five markets across the US • Total 952 days or 750,000,000 minutes
  17. 17. Media Resources • Nielsen-TV viewership • Arbitron-Radio listenership • comScore/Compete/NetRatings-Web usage • MRI-Magazines readership • Media Audit-Local market measurement • Scarborough-Local market measurement
  18. 18. Self-reported vs. Observed
  19. 19. AVERAGE DAILY MINUTES OF SCREEN MEDIA BY AGE GROUP Consumers Accumulated Screen Time Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008 All participants, including non-users of various media, including concurrent media exposure
  20. 20. Share and Ranking of Average Daily Minutes for Screen Media
  21. 21. Nonconcurrent Usage
  22. 22. Conclusion • TV isn’t dead • Concurrent usage is real and accounts for 15-28% of all media screen time • Usage patterns will continue to evolve as the population ages • Target audience has to drive the media strategy (McDonalds’ Happy Meal vs. Polident)
  23. 23. Measurement of Traditional Media
  24. 24. Radio • Portable medium • Typically the 2nd highest reach medium in a market • Good local market medium with lower production costs than TV
  25. 25. Radio Audience Measurement • Dairy (active) • Portable People Meters (passive)
  26. 26. Diary (Arbitron)
  27. 27. Portable People Meters • Measures analog, digital, live and recorded broadcasts (not satellite) • Utilizes "psychoacoustic masking,” which makes it possible to “hide” tiny bits of sound energy in the normal audio output of electronic media signals
  28. 28. Station Encoder & Monitor Analog Encoder Digital Encoder SDI Encoder
  29. 29. PPM Meter Base Station Portable Recharger
  30. 30. ThePPM System in Action
  31. 31. Diary vs. Meters • High rated stations yield lower ratings with PPMs • Smaller stations increase in ratings • More stations are reported • More dayparts have ratings
  32. 32. Listeners Defined • A radio station listener is operationally defined as "someone who enters a station's call letters (or dial position) in an Arbitron diary with a start and stop time OR • "someone within earshot of a station signal coming from a radio."
  33. 33. Listeners Defined • A radio station listener is operationally defined as "someone who enters a station's call letters (or dial position) in an Arbitron diary with a start and stop time OR • "someone within earshot of a station signal coming from a radio." • Is that really a listener?
  34. 34. Unit of Measurement-Rating • 1 rating point= 1% of the target audience
  35. 35. Value of a Rating • Higher the rating: – The larger the audience – The more costly the advertising time – The tighter the inventory pushing the pricing even higher
  36. 36. Future of Radio Measurement • PPM penetration
  37. 37. TV Attributes • Mass reach medium • Intrusive • Accesses all learning modalities • 99% US household penetration
  38. 38. TV Audience Measurement • Diary (active) • Set meters (passive to the household) • People meters (active to the individual)
  39. 39. Diary (Nielsen)
  40. 40. Additional Information
  41. 41. Meters
  42. 42. Meter vs. Diary
  43. 43. Peoplemeters
  44. 44. What is a Viewer? • Operationally a viewer is defined by NTI as "someone who enters a station's call letters, program title with a start and stop time in to a Nielsen diary OR • “someone who turns on their TV set” OR • "someone who pushes a button on the Nielsen Peoplemeter remote, when the set is tuned to the program.“
  45. 45. What is a Viewer? • Operationally a viewer is defined by NTI as "someone who enters a station's call letters, program title with a start and stop time in to a Nielsen diary OR • “someone who turns on their TV set” OR • "someone who pushes a button on the Nielsen Peoplemeter remote, when the set is tuned to the program.“ • Is that really a viewer?
  46. 46. What is a Viewer? • Operationally a viewer is defined by NTI as "someone who pushes a button on the Nielsen Peoplemeter remote, when the set is tuned to the program.“ • Is that really a viewer?
  47. 47. Arbitron Measuring TV
  48. 48. Unit of Measurement-Rating • 1 rating point is equivalent to reaching 1% of the target population
  49. 49. Value of a Rating • Higher the rating: – The larger the audience – The more costly the program – The tighter the inventory; the higher the price to advertisers
  50. 50. Future of TV Measurement • Screen shifting to the web/iTV will provide more granular information on the user, the session, the frequency of use, the program loyalty, interaction with advertiser products and ROI • Detection technology to indicate you are actually watching the screen
  51. 51. Newspaper Attributes • Considered a mini-mass media vehicle • Local market focused • Reaches and older, more affluent demographic • Good flexibility
  52. 52. Newspaper Measurement Paid subscribers Audit statements (ABC, BPA, CNA) Media Audit, Scarborough MRI (large newspapers) Newspaper Publishers Association research Web stats
  53. 53. Reader Defined • As someone who answers, "yes" to the MRI question "Did you happen to read or look into any of these publications (the weeklies screened in) in the past week…" • Is that really a reader?
  54. 54. Future of Measurement
  55. 55. Magazine Attributes • Portable • Potentially large pass- along audiences • Controlled circulations (B2B) • Content specific (epicurean, rock climbing, parenting)
  56. 56. Magazines – Paid subscribers – Audit statements (BPA, ABC) – Media Audit, Scarborough – MRI, Simmons, Ipsos – Web stats
  57. 57. Online without Offline
  58. 58. Reader Defined • As someone who answers, "yes" to the MRI question "Did you happen to read or look into any of these publications (the weeklies screened in) in the past week…"
  59. 59. Reader Defined • As someone who answers, "yes" to the MRI question "Did you happen to read or look into any of these publications (the weeklies screened in) in the past week…" • Is that really a reader?
  60. 60. Unit of Measurement • Target audience composition • Target audience reach % • Target audience persons (000) • Household penetration
  61. 61. Outdoor Attributes • Location based • Larger than life • Digital expands capabilities
  62. 62. Unit of Measurement • DEC (daily effective circulation) • Eyes On measurement (new to the industry) • Geographic proximity
  63. 63. Viewer Defined • As the average number of persons 18+ potentially exposed to an out-of-home advertising display for 12 hours (not illuminated, daylight only 6:00 am – 6:00 pm), 18 hours (illuminated until midnight), or 24 hours (illuminated continuously). • Is that really a viewer?
  64. 64. Conclusions • The average adult see between 900 and 5,000 ad messages per day • Traditional media vehicles are part of that mix • The target audience should drive the media • Traditional media will continue its migrate to digital
  65. 65. Questions ?
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