0
Arbitron Portable People
                                    TM      TM
                       Meter (PPM ) Update




   ...
Disclosures
Forward Looking Statements: Statements made in this presentation that are not historical in
nature, particular...
On the Call

»Bill Rose
  • Senior Vice President of Marketing

»Beth Webb
  • Vice President Research Methods and Quality...
We Want Your Feedback…

»Please enter your question in the Questions box on your screen
 and press the send button
»We wil...
What We Will Cover Today…

»Quick Sample Performance Update
»Update on Planned 2010 PPM Markets
»Review of PPM Enhancement...
PPM Sample
                       Performance Update




© 2010 Arbitron Inc.
August 2010 Sample Quality Headlines

»Substantially all sample quality metrics met or exceeded
 benchmarks
  • DDI: sampl...
DDI Benchmark - Gauge for Sample
Performance

»If a market falls below the DDI Benchmark, we plan to take
 corrective meas...
33 Market Average DDI Exceeds Benchmarks
for Persons 6+, 18-54 and 18-34
August 2010 Average DDI                          ...
Average DDI Exceeds 100 for
Other, Black, and Hispanic Persons 6+
August 2010 Average DDI

120                            ...
Average DDI Exceeds 18-34 Benchmarks for
Other, Black, and Hispanic Persons
August 2010 Average DDI                       ...
Average DDI Exceeds 100 for
Spanish Language Preference
August 2010 Average DDI

140                                      ...
In-Tab Rate Benchmark

 In-Tab Rate                           Percent of installed Persons who have
                      ...
Substantial Gains in Daily Participation
 (In-Tab Rates) vs. Prior August Surveys
 Average In-tab rate across currency mar...
Significant Year-Over-Year Gains in
 Black and Hispanic 18-34 Daily Participation
 Average In-tab rate across currency mar...
SPI (Sample Performance Indicator)
Response Rate Metric

»SPI is a substitute measurement for response rate in
 electronic...
33 Market Avg. SPI is 18% Higher
Than 20 Market Avg. in August 2009
                            August 2010 SPI

   Philad...
Update on Planned
                       2010 PPM Markets




                       Aggregate sample size among the 33 cu...
August Brings 2ND Month of PPM
“Pre-Currency” in Ten New Markets

» Charlotte-Gastonia-Rock Hill   » Indianapolis
» Orland...
August 2010 Average DDI Across
10 Pre-Currency Markets
August 2010 Average DDI

120
           104
                       ...
August 2010 Average In-Tab Rate
Across 10 Pre-Currency Markets
August 2010 Average In-Tab Rate




  Persons 6+           ...
PPM Markets Scheduled for
Currency in December 2010

                 Currency Scheduled for
                     December...
Panel Install Status for Markets Scheduled
for PPM Currency in December

    Markets Scheduled For PPM Currency in Decembe...
Review of PPM Enhancements




© 2010 Arbitron Inc.
PPM Enhancements: Sample Target Increase
Plan and Enhanced Cell Phone Sampling

     Sample Target Increase Plan          ...
PPM Enhancements:
Targeted In-person Recruitment

» Targeted In-person recruitment designed to help segments that are more...
PPM Enhancements:
Sample Stratification for Persons 35-44
                                                                ...
Software Update




© 2010 Arbitron Inc.
New Software From Arbitron
Get-a-GRiP

                                                          • Show clients the GRPs
 ...
New Software From Arbitron
Get-a-GRiP

                                                          • Show prospects
        ...
New Software From Arbitron
Get-a-GRiP

                                                          • Guide prospects on
    ...
Insights from PPM Data




© 2010 Arbitron Inc.
The Impact of Holiday
Music in PPM Markets
Headlines: Holiday Music Impact

»On average, the P25-54 AQH Rating was 91% higher during
 the holiday period for stations...
33 Holiday Music Stations
ATLANTA – WSB-FM        LOS ANGELES – KOST-FM      RIVERSIDE – KOST-FM

BALTIMORE – WLIF-FM     ...
Holiday Music Stations Nearly Double their
Typical Rating During the Holiday Period for
Persons 25-54
% difference in 25-5...
On Average, Christmas Music Station Daily
Cume Increases 66% Over the Season

 Average Persons 25-54 Daily Cume Rating for...
On Average, Stations airing Holiday Music
Double Their AQH Listening from Thanksgiving

Average Persons 25-54 AQH Rating f...
Listening Patterns Are Similar with
 Holiday Music Stations in PPM Markets
  Average P25-54 AQH Rating for Holiday Music S...
Goin’ Mobile
The Impact of Mobile Devices on American Life



          Fred and Paul Jacobs, Jacobs Media
What is Mobile?
“Only those who
understand the power
 of mobile as the new
 mass media channel
 will be able to share
    in its success.”
“Mobile is the 7th Mass Medium”
 1. Print – 1500s
 2. Recordings – 1900s
 3. Cinema – 1910s
 4. Radio – 1920s
 5. TV – 195...
YES

YES

YES

YES

YES

YES
Mobile’s 8 Unique Benefits
1. The first personal mass media channel
2. It is always carried
3. It is always “on”
4. It pro...
Mobile – By The Numbers
   4.6 billion mobile subscriptions globally – more
   than there are…
     Computers
     Televis...
Goin’ Mobile
The Impact of Mobile Devices on American Life




              2010 NAB/RAB Radio
                      Show...
Methodology
 18 in-depth interviews among 18-49 year-olds in Los
  Angeles, Baltimore, Cleveland, & Dallas
 Requirements...
I’m In Love With My Phone
                            “It’s like a
                            credit card
               ...
Accessibility - The GBU
                            “Every once in a
                            while you have to
       ...
On The Road Again

                    My husband yells at
                    me because I’m not
                      ev...
Goin’ Mobile
The Impact of Mobile Devices on American Life

     Check out the video preview at www.arbitron.com




     ...
Coming This December

Arbitron Client Conference and
    Jacobs Media Summit
 Positioning, Digital/Mobile and Ratings Stra...
Radio Today Update

Radio Today 2010 will be available by the end of September

• Comprehensive profile of
  radio listeni...
Important Dates In the Coming Month

»Arbitron Info Session at NAB/RAB Radio Show (DC)
  • September 29, 1-2PM: Latrobe Ro...
Feedback and Questions

»If your question wasn’t answered today go to:
  • www.arbitron.com/ppmquestions

»Download this p...
Appendix




© 2010 Arbitron Inc.
Sample Performance
 August 2010 Data*
                                                     Average DDI
   Persons 6+      ...
Persons 6+ DDI
  32 Markets 100 or Higher
                                                   August 2010 DDI              ...
Persons 18-54 DDI
  All Markets Above Benchmark
                                               August 2010 DDI            ...
Persons 18-34 DDI
  All Markets Above Benchmark
                                                     August 2010 DDI      ...
Other 6+ DDI
  All Markets 95 or Higher DDI
                                            August 2010 DDI
   Philadelphia   ...
Black 6+ DDI
 All Markets 100+ DDI
                                                           August 2010 DDI
   Philadelp...
Hispanic 6+ DDI
 18 Markets 100 or Higher DDI
                                                        August 2010 DDI
Hous...
Black 18-34 DDI
 All Markets Above Benchmark
                                                       August 2010 DDI       ...
Hispanic 18-34 DDI
 20 Markets At Or Above Benchmark
                                                       August 2010 DD...
Other 18-34 DDI
  All Markets Over Benchmark & 80+ DDI
                                                       August 2010 ...
Language Preference DDI
 12 Markets 90+ Spanish Dominant DDI
                                            August 2010 DDI
 ...
Persons 6+ In-tab Rate
10% Gain in Daily Participation Since 6/09
Average In-tab rate across all currency markets

100%

 ...
Persons 18-34 In-tab Rate
13% Gain in Daily Participation Since 6/09
Average In-tab rate across all currency markets

100%...
Other P18-34 In-tab Rate
 13% Gain in Daily Participation Since 6/09
Average In-tab rate across all currency markets

100%...
August Brings 2ND Month
PPM “Pre-Currency”
in Ten New Markets

» Charlotte-Gastonia-Rock Hill   » Indianapolis
» Orlando  ...
DDI for Persons 6+ Averaged 104
  in August PPM Pre-Currency Markets
   August 2010 Persons 6+ DDI

     Charlotte        ...
DDI for P18-34 Averaged 87
  in August PPM Pre-Currency Markets
   August 2010 Persons 18-34 DDI
     Charlotte           ...
DDI for P18-54 Averaged 99
  in August PPM Pre-Currency Markets
   August 2010 Persons 18-54 DDI
     Charlotte           ...
Persons 6+ In-Tab Rate Averaged 77.9%
  in August 2010 PPM Pre-Currency Markets

   August 2010 Average Daily In-Tab Rate
...
Persons 18-34 In-Tab Rate Averaged 72.4%
  in August 2010 PPM Pre-Currency Markets

   August 2010 Average Daily In-Tab Ra...
MRC and PPM Status




© 2010 Arbitron Inc.
Arbitron, PPM and the MRC

»Arbitron is participating in the ongoing voluntary accreditation
 process of the Media Rating ...
Arbitron, PPM and the MRC (continued)

»In January 2010, the MRC denied accreditation of monthly
 Quarter-Hour-based radio...
Arbitron, PPM and the MRC (continued)

»All other commercialized PPM markets have been audited by
 the MRC and these marke...
Upcoming SlideShare
Loading in...5
×

Arbitron PPM Client Briefing

1,422

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,422
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Arbitron PPM Client Briefing"

  1. 1. Arbitron Portable People TM TM Meter (PPM ) Update August 2010 Report Release September 15, 2010 © 2010 Arbitron Inc.
  2. 2. Disclosures Forward Looking Statements: Statements made in this presentation that are not historical in nature, particularly regarding expected performance in 2010 and future years, are forward-looking statements. These forward-looking statements are based on our current expectations and assumptions, and involve various risks and uncertainties that could cause actual results to differ materially from those expressed in such forward-looking statements. Important factors known by the company that could cause such material differences include those referenced or discussed from time to time in our filings with the SEC, including those referenced under the heading “ITEM 1A – Risk Factors” in our Annual Report on Form 10-K for the year ended December 31, 2009 and elsewhere, and any subsequent periodic or current reports filed by us with the SEC. In addition, any forward-looking statements contained in this presentation represent our estimates only as of the date hereof and should not be relied upon as representing our estimates as of any subsequent date. While we may elect to update forward-looking statements at some point in the future, we specifically disclaim any obligation to do so, even if our estimates change. 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. © 2010 Arbitron Inc. 2
  3. 3. On the Call »Bill Rose • Senior Vice President of Marketing »Beth Webb • Vice President Research Methods and Quality »Fred and Paul Jacobs • Jacobs Media © 2010 Arbitron Inc. 3
  4. 4. We Want Your Feedback… »Please enter your question in the Questions box on your screen and press the send button »We will cover your questions after the review of the sample performance and data insights © 2010 Arbitron Inc. 4
  5. 5. What We Will Cover Today… »Quick Sample Performance Update »Update on Planned 2010 PPM Markets »Review of PPM Enhancements »Data Insights: “Goin’ Mobile” Sneak Preview • Breakthrough study showcases social and business impact of Smartphones on consumers • Debuts at the NAB/RAB Radio Show »Questions and Answers © 2010 Arbitron Inc. 5
  6. 6. PPM Sample Performance Update © 2010 Arbitron Inc.
  7. 7. August 2010 Sample Quality Headlines »Substantially all sample quality metrics met or exceeded benchmarks • DDI: sample size metric – P6+: Average of 110 DDI – P18-54: Average of 104 DDI – P18-34: Average of 94 DDI • In-tab Rate: daily participation metric – Persons 6+: average in-tab rate of 81.3% (23% higher than 2007) – Persons 18-34: average of 76.3% (36% higher than 2007) • SPI: response rate metric – 33-market average SPI in August 2010: 23.5% – 18% higher than the 20-market average from the same month last year © 2010 Arbitron Inc. 7
  8. 8. DDI Benchmark - Gauge for Sample Performance »If a market falls below the DDI Benchmark, we plan to take corrective measures »DDI Benchmark is NOT the target—the target is 100% of the sample objective »DDI stands for Designated Delivery Index Actual Average Daily Sample Size for a Given Demo DDI = x 100 Target Sample Size of Given Demo Benchmarks are based on a 13 month trailing average © 2010 Arbitron Inc. 8
  9. 9. 33 Market Average DDI Exceeds Benchmarks for Persons 6+, 18-54 and 18-34 August 2010 Average DDI Year 2 Benchmark Year 1 Benchmark 120 110 104 100 100 95 94 90 80 80 80 60 40 20 0 P6+ P18- 54 P18- 34 Avg. to date = 106 Avg. to date = 101 Avg. to date = 91 Average across 33 PPM currency Markets © 2010 Arbitron Inc. 9
  10. 10. Average DDI Exceeds 100 for Other, Black, and Hispanic Persons 6+ August 2010 Average DDI 120 116 114 107 100 80 60 40 20 0 Other P6+ Black P6+ Hispanic P6+ 33 Currency Markets 19 Markets with 10%+ Black pop. or 22 Markets with 10%+ Hispanic pop. 400,000+ Black P6+ or 400,000+ Hispanic P6+ © 2010 Arbitron Inc. 10
  11. 11. Average DDI Exceeds 18-34 Benchmarks for Other, Black, and Hispanic Persons August 2010 Average DDI Year 2 Benchmark Mos. 7-12 Benchmark 100 95 98 Mos. 1-6 Benchmark 89 80 80 80 80 75 75 75 70 70 70 60 August 2009 40 86 DDI 20 0 Other P18- 34 Black P18- 34 Hispanic P18- 34 33 Currency Markets 19 Markets with 10%+ Black pop. 22 Markets with 10%+ Hispanic pop. or 400,000+ Black P6+ or 400,000+ Hispanic P6+ © 2010 Arbitron Inc. 11
  12. 12. Average DDI Exceeds 100 for Spanish Language Preference August 2010 Average DDI 140 129 120 104 100 80 60 40 20 0 Spanish Dominant English Dominant 14 PPM Markets with Language Usage Weighting © 2010 Arbitron Inc. 12
  13. 13. In-Tab Rate Benchmark In-Tab Rate Percent of installed Persons who have provided fault-free data and have 8 or more hours of motion (5+ hours for Persons 6-17) P6+ Benchmark 75%+* P18-34 Benchmark 70%+*  from 60% * Year 1 based on average of months to date (e.g., month 6 = 6-month average) * Year 2 based on 13-month rolling average © 2010 Arbitron Inc. 13
  14. 14. Substantial Gains in Daily Participation (In-Tab Rates) vs. Prior August Surveys Average In-tab rate across currency markets P6+ In-tab rate Benchmark P18-34 In-tab rate Benchmark 100% 81.3% 80% 76.3% 72.5% 73.3% 75% 66.3% 67.1% 70% 65.1% 60% 56.2% + 23% vs. + 36% vs. August ’07 August ’07 40% 20% 0% Persons 6+ Persons 18-34 Aug. '07 Aug. '08 Aug. '09 Aug. '10 August ’07 & August ’08: Philadelphia and Houston; August ’09 20 markets; August ’10 33 markets © 2010 Arbitron Inc. 14
  15. 15. Significant Year-Over-Year Gains in Black and Hispanic 18-34 Daily Participation Average In-tab rate across currency markets 100% P18-34 In-tab rate Benchmark 77.4% 80% 74.8% 70% 69.4% 70% 65.5% 60% + 14% gain + 12% gain year over year year over year 40% 20% 0% Black P18-34 Hispanic P18-34 Aug. '09 Aug. '10 Black: August 2009: 18 markets; August 2010: 30 markets © 2010 Arbitron Inc. 15 Hispanic: August 2009: 18 markets; August 2010: 26 markets
  16. 16. SPI (Sample Performance Indicator) Response Rate Metric »SPI is a substitute measurement for response rate in electronic media panels for radio and TV »Approved for this purpose by the MRC »PPM metric = Average Daily Persons SPI Number of In-Tab Persons in Basic Households SPI = Eligible Persons in the Sample © 2010 Arbitron Inc. 16
  17. 17. 33 Market Avg. SPI is 18% Higher Than 20 Market Avg. in August 2009 August 2010 SPI Philadelphia 20.3% Houston 18.8% New York 18.8% Nassau-Suffolk 19.6% Middlesex 19.0% Los Angeles 27.1% Chicago 23.8% San Francisco 19.8% Riverside 29.2% San Jose 16.1% Dallas 19.1% Atlanta 21.7% Washington, DC 19.8% Detroit 26.4% Boston 14.8% Miami 23.8% Seattle 19.3% Phoenix 26.0% Minneapolis 25.9% San Diego 23.7% Tampa 31.7% St. Louis 26.0% Denver 22.7% Baltimore 21.4% Pittsburgh 23.4% Portland, OR 29.5% Sacramento 25.2% Cincinnati 27.4% Cleveland 30.9% Salt Lake City 23.1% San Antonio 27.1% Kansas City 27.2% Las Vegas 26.3% 8/2010 Avg. across 33 mkts. = 23.5% © 2010 Arbitron Inc. 17 8/2009 Avg. across 1st 20 mkts. = 19.9%
  18. 18. Update on Planned 2010 PPM Markets Aggregate sample size among the 33 currency markets and 10 pre-currency markets  Total Average Daily In-Tab = 51,833  Total Monthly In-Tab = 68,627 © 2010 Arbitron Inc.
  19. 19. August Brings 2ND Month of PPM “Pre-Currency” in Ten New Markets » Charlotte-Gastonia-Rock Hill » Indianapolis » Orlando » Providence-Warwick-Pawtucket » Columbus, OH » Norfolk-Virginia Beach-Newport News » Milwaukee-Racine » Raleigh-Durham » Austin » Nashville September 2010 scheduled to be the first PPM Currency survey for these markets © 2010 Arbitron Inc. 19
  20. 20. August 2010 Average DDI Across 10 Pre-Currency Markets August 2010 Average DDI 120 104 99 100 87 80 60 40 20 0 P6+ P18- 54 P18- 34 Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis, Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham © 2010 Arbitron Inc. 20
  21. 21. August 2010 Average In-Tab Rate Across 10 Pre-Currency Markets August 2010 Average In-Tab Rate Persons 6+ 77.9% Persons 18-34 72.4% Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis, Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham © 2010 Arbitron Inc. 21
  22. 22. PPM Markets Scheduled for Currency in December 2010 Currency Scheduled for December 2010 Pre-currency October and November 2010 Last Diary Survey Summer 2010 Greensboro-Winston-Salem-High Point Jacksonville West Palm Beach-Boca Raton Memphis Hartford-New Britain-Middletown Current commercialization schedule available at www.arbitron.com/portable_people_meters/PPM_rollout.htm * subject to change © 2010 Arbitron Inc. 22
  23. 23. Panel Install Status for Markets Scheduled for PPM Currency in December Markets Scheduled For PPM Currency in December 2010 Percent Market Installed Greensboro-Winston-Salem-High Point 111% Jacksonville 102% West Palm Beach-Boca Raton 105% Memphis 97% Hartford-New Britain-Middletown 101% As of 9/12/10 © 2010 Arbitron Inc. 23
  24. 24. Review of PPM Enhancements © 2010 Arbitron Inc.
  25. 25. PPM Enhancements: Sample Target Increase Plan and Enhanced Cell Phone Sampling Sample Target Increase Plan Enhanced Cell Phone Sampling  Designed to increase the total  Cell phone sample for 18-34s PPM sample target for Persons 6+ expected to reach an average of by approximately 10% in the ~40%+ by year-end 2010 aggregate by mid-year 2011  Up from average of 26% year  Planned 8% sample target end 2009 increase for P18-54 has begun  Cell phone sample scheduled to and is scheduled for completion by reach an average of 25% for P6+ year-end 2010 by year end 2010  Increase is factored into the  Adding cell phone households sample target in markets scheduled to begin currency in that rarely or never answer their September and December landlines  Sample targets and DDI calculation are scheduled to be reset effective with the January 2011 survey © 2010 Arbitron Inc. 25
  26. 26. PPM Enhancements: Targeted In-person Recruitment » Targeted In-person recruitment designed to help segments that are more likely to be reachable only by cell phone – including youth and minorities » In July 2010, the initial deployment of targeted in-person recruiting began in the high density Black and Hispanic areas of : • Dade County, Miami • City of Dallas, Texas • Brooklyn and Bronx Boroughs, New York » Targeted In-person recruiting will remain in place for these geographies for 3 months for Arbitron to assess the process » Pending results of this assessment, Arbitron plans to implement this change in the remainder of the New York, Miami and Dallas HDA geographies beginning October 1, 2010 and roll-out to the remaining top 25 PPM Markets in the HDA geographies While these and other improvement initiatives have been designed to accomplish the goals described above, there can be no assurance of success. © 2010 Arbitron Inc. 26
  27. 27. PPM Enhancements: Sample Stratification for Persons 35-44 Other Persons 35-44 Average DDI » Stratification identifies the Across 25 PPM Markets operational for one year demographic characteristics of the household during sample 89 prep 71 » Household characteristics identified with stratification include: • Presence of 18-24, 25-34 and 35- 44, Geography, Race/ethnicity of householder and Language of Hispanic householders* » 35-44 sample stratification began with the March 2010 survey » We are seeing improvements August 2009 August 2010 * in qualifying markets © 2010 Arbitron Inc. 27
  28. 28. Software Update © 2010 Arbitron Inc.
  29. 29. New Software From Arbitron Get-a-GRiP • Show clients the GRPs for their buys delivered…only days after the schedule runs • See how you fit into the buy based on the points that were delivered by you and your competitors • See trends in GRPs Powered by For subscribers of Media Monitors and PPM © 2010 Arbitron Inc. 29
  30. 30. New Software From Arbitron Get-a-GRiP • Show prospects competitive delivery patterns • This advertiser’s GRPs are heavy on Tuesdays and Thursdays Powered by For subscribers of Media Monitors and PPM © 2010 Arbitron Inc. 30
  31. 31. New Software From Arbitron Get-a-GRiP • Guide prospects on ad spending based on how many GRPs the competition is buying Powered by For subscribers of Media Monitors and PPM © 2010 Arbitron Inc. 31
  32. 32. Insights from PPM Data © 2010 Arbitron Inc.
  33. 33. The Impact of Holiday Music in PPM Markets
  34. 34. Headlines: Holiday Music Impact »On average, the P25-54 AQH Rating was 91% higher during the holiday period for stations airing Holiday music compared the average rating for January through June 2010 »Three stations tripled their AQH listening during 2009’s Holiday Music period • Detroit’s WNIC-FM • Las Vegas’s KSNE-FM • Salt Lake City’s KSFI-FM »Over a third of Salt Lake City residents tuned into KSFI-FM on Christmas Eve and Christmas Day »WBEB-FM has almost a 30% share in Philadelphia. © 2010 Arbitron Inc. 34
  35. 35. 33 Holiday Music Stations ATLANTA – WSB-FM LOS ANGELES – KOST-FM RIVERSIDE – KOST-FM BALTIMORE – WLIF-FM LAS VEGAS – KSNE-FM SACRAMENTO – KYMX-FM BOSTON – WODS-FM MIAMI – WLYF-FM SAN ANTONIO - KQXT-FM CHICAGO – WLIT-FM MINNEAPOLIS – WLTE-FM SEATTLE – KRWM-FM CINCINATTI – WRRM-FM MIDDLESEX – WMGQ-FM SAN FRANCISCO – KOIT-FM CLEVELAND – WDOK-FM NASSAU-SUFFOLK – WALK-FM SAN JOSE – KBAY-FM DENVER – KOSI-FM NEW YORK – WLTW-FM SALT LAKE CITY – KSFI-FM DETROIT – WNIC-FM PHILADELPHIA – WBEB-FM SAN DIEGO– KYXY-FM DALLAS – KVIL-FM PHOENIX – KESZ-FM ST. LOUIS – KEZK-FM HOUSTON – KODA-FM PITTSBURGH – WSHH-FM TAMPA – WWRM-FM KANSAS CITY – KCKC-FM PORTLAND – KKCW-FM WASHINGTON – WASH-FM © 2010 Arbitron Inc. 35
  36. 36. Holiday Music Stations Nearly Double their Typical Rating During the Holiday Period for Persons 25-54 % difference in 25-54 AQH Rating during average of Holiday Period vs. Jan-June 2010 Chicago Tampa Boston Detroit St. Louis Salt Lake Kansas City Los Angeles Washington Phoenix Philadelphia Minneapolis Las Vegas Houston Cleveland Denver Seattle Atlanta San Diego San Fran. Cincinatti Baltimore New York Average AQH Ratings San Antonio Riverside increase +91% Pittsburgh Middlesex' Portland Dallas Sacramento San Jose Nassau- Miami -50 0 50 100 150 200 Source: Arbitron PPM Metros; Jan-Jun10 vs. 11/26/09-12/23/09, Mon-Sun 6AM-Mid; P25-54, AQH Ratings © 2010 Arbitron Inc. 36
  37. 37. On Average, Christmas Music Station Daily Cume Increases 66% Over the Season Average Persons 25-54 Daily Cume Rating for Holiday Music Stations Across 33 PPM Currency markets 19.2 17.8 15.9 14.4 11.5 Avg. for Jan-Jun10 w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25 Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid, Average Daily Cume Rating, P25-54 © 2010 Arbitron Inc. 37
  38. 38. On Average, Stations airing Holiday Music Double Their AQH Listening from Thanksgiving Average Persons 25-54 AQH Rating for Holiday Music Stations Across 33 PPM Currency markets 1.7 1.3 1.2 1.0 0.8 Avg. for Jan-Jun10 w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25 Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid, AQH Ratings, P25-54 © 2010 Arbitron Inc. 38
  39. 39. Listening Patterns Are Similar with Holiday Music Stations in PPM Markets Average P25-54 AQH Rating for Holiday Music Stations 3.0 2.5 2.0 1.5 1.0 0.5 0.0 New York Las Vegas Denver Los Angeles Salt Lake City Tampa Washington, DC w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25 Source: Arbitron PPM Metros; Jan-June 2010 vs. 11/26/09- 12/25/09, Mon-Sun 6AM-Mid; P25-54, AQH Ratings © 2010 Arbitron Inc. 39
  40. 40. Goin’ Mobile The Impact of Mobile Devices on American Life Fred and Paul Jacobs, Jacobs Media
  41. 41. What is Mobile?
  42. 42. “Only those who understand the power of mobile as the new mass media channel will be able to share in its success.”
  43. 43. “Mobile is the 7th Mass Medium” 1. Print – 1500s 2. Recordings – 1900s 3. Cinema – 1910s 4. Radio – 1920s 5. TV – 1950s 6. Internet – 1990s 7. Mobile – 2000s
  44. 44. YES YES YES YES YES YES
  45. 45. Mobile’s 8 Unique Benefits 1. The first personal mass media channel 2. It is always carried 3. It is always “on” 4. It provides a built-in payment system 5. It is available at the point of creative impulse, enabling content, feedback 6. It has near-perfect audience usage data 7. It captures the social context of media consumption 8. It offers augmented reality
  46. 46. Mobile – By The Numbers 4.6 billion mobile subscriptions globally – more than there are… Computers Televisions Radios 2/3s of world’s population uses mobile phones By end of 2011 – 75% 2000 – 500M mobile subscriptions Beginning of 2010 – 4.6B – that’s 10x growth
  47. 47. Goin’ Mobile The Impact of Mobile Devices on American Life 2010 NAB/RAB Radio Show at 9am Thursday, 9/30
  48. 48. Methodology  18 in-depth interviews among 18-49 year-olds in Los Angeles, Baltimore, Cleveland, & Dallas  Requirements  Smartphone ownership for at least six months  Carry smartphone for minimum of eight hours/day  “Leading edge,” not “bleeding edge”  “All-day” observations (4-8 hours) took place in homes, workplaces, vehicles, retail establishments  Follow-up 90-120 minute “debrief interviews” were conducted, in most cases after the observation stage
  49. 49. I’m In Love With My Phone “It’s like a credit card – ‘don’t leave home without it.’”
  50. 50. Accessibility - The GBU “Every once in a while you have to temper that with ‘Maybe I shouldn’t have taken that call. Maybe I shouldn’t have been accessible right then and there.”
  51. 51. On The Road Again My husband yells at me because I’m not even out of the driveway and I’m making a call.
  52. 52. Goin’ Mobile The Impact of Mobile Devices on American Life Check out the video preview at www.arbitron.com 2010 NAB/RAB Radio Show Thursday, 9/30 at 9am
  53. 53. Coming This December Arbitron Client Conference and Jacobs Media Summit Positioning, Digital/Mobile and Ratings Strategies for Today and the Future December 7-9, 2010 Baltimore, Maryland
  54. 54. Radio Today Update Radio Today 2010 will be available by the end of September • Comprehensive profile of radio listening across America • Purchasing plans and leisure activities for specific formats • Insights on the relationship between radio and its listeners • Available on www.arbitron.com © 2010 Arbitron Inc. 54
  55. 55. Important Dates In the Coming Month »Arbitron Info Session at NAB/RAB Radio Show (DC) • September 29, 1-2PM: Latrobe Room • Five Ideas That Used Arbitron Data to Bring in $500,000 in Sales »PPM Client call (September data release including 10 new currency markets) • October 11 at 4PM »Talk Media Conference & Talk Show Boot Camp (LA) • October 14, 2-5PM • Arbitron Presents: "News/Talk/Sports PPM 101” and "The Anatomy Of Successful News/Talk Stations“ • http://talk.eventbrite.com/ © 2010 Arbitron Inc. 55
  56. 56. Feedback and Questions »If your question wasn’t answered today go to: • www.arbitron.com/ppmquestions »Download this presentation at • my.arbitron.com © 2010 Arbitron Inc. 56
  57. 57. Appendix © 2010 Arbitron Inc.
  58. 58. Sample Performance August 2010 Data* Average DDI Persons 6+ 110 P6+ 110 and P18-54 104 DDI Persons 18-54 104 Persons 18-34 94 Black 18-34 98 P18-34 DDI 94 Hispanic 18-34 89 Components all at or above 89 Other 18-34 95 Black and Hispanic Sample » In-Tab Rate for P6+ = Black 116 Average of 81.3% Hispanic 114 » Sample Performance Spanish-Dominant 104 Indicator (SPI) = Average of 23.5% English-Dominant 129 * Average among 33 PPM Currency Markets, 19 markets for black, 22 markets for Hispanic, and 14 markets for language preference © 2010 Arbitron Inc. 58
  59. 59. Persons 6+ DDI 32 Markets 100 or Higher August 2010 DDI Average to Date Philadelphia 108 100 Houston 106 113 New York 103 102 Nassau- 106 104 Middlesex 108 102 Los Angeles 105 99 Riverside 114 105 Chicago 107 101 San Francisco 108 103 San Jose 111 104 Atlanta 117 108 Dallas 121 106 Detroit 112 106 Washington, 111 104 Boston 115 102 Minneapolis Miami Average DDI: 110 108 113 104 111 Phoenix 115 109 San Diego 107 105 Seattle 103 103 Tampa 109 113 St. Louis 111 104 Denver 113 109 Baltimore 98 103 Pittsburgh 102 104 Portland, OR 109 106 Sacramento 116 107 Cincinnati 107 109 Cleveland 112 114 Salt Lake City 112 110 San Antonio 118 114 Kansas City 109 106 Las Vegas 112 115 0 10 20 30 40 50 60 70 80 90 100 110 120 130 Persons 6+ Benchmark: 95+ DDI average to date year one, 100+ DDI in year 2 based on 13 month average © 2010 Arbitron Inc. 59
  60. 60. Persons 18-54 DDI All Markets Above Benchmark August 2010 DDI Average to Date Philadelphia 105 100 Houston 107 113 New York 97 97 Nassau- 102 101 Middlesex 106 100 Los Angeles 102 96 Riverside 114 102 Chicago 107 100 San Francisco 102 97 San Jose 105 100 Atlanta 116 103 Dallas 117 102 Detroit 110 102 Washington, 106 102 Boston 107 97 Minneapolis Miami Average DDI: 104 103 108 105 99 Phoenix 108 100 San Diego 101 98 Seattle 98 97 Tampa 101 102 St. Louis 102 96 Denver 102 98 Baltimore 92 97 Pittsburgh 96 100 Portland, OR 104 98 Sacramento 110 99 Cincinnati 105 106 Cleveland 101 106 Salt Lake City 107 102 San Antonio 106 102 Kansas City 102 99 Las Vegas 100 106 0 10 20 30 40 50 60 70 80 90 100 110 120 130 Persons 18-54 Guarantee: 80+ DDI year one, 90+ DDI in year 2 (based on 13 month average) © 2010 Arbitron Inc. 60
  61. 61. Persons 18-34 DDI All Markets Above Benchmark August 2010 DDI Average to Date Philadelphia 94 89 Houston 105 110 New York 88 88 Nassau- 90 93 Middlesex 100 96 Los Angeles 93 87 Riverside 96 88 Chicago 97 92 San Francisco 96 95 San Jose 101 97 Atlanta 107 98 Dallas 106 94 Detroit 94 90 Washington, 101 94 Boston 91 86 Minneapolis Miami Average DDI: 94 95 102 98 88 Phoenix 95 86 San Diego 89 86 Seattle 94 95 Tampa 87 87 St. Louis 90 85 Denver 95 90 Baltimore 85 84 Pittsburgh 86 87 Portland, OR 95 87 Sacramento 95 85 Cincinnati 88 88 Cleveland 87 91 Salt Lake City 103 96 San Antonio 88 82 Kansas City 94 91 Las Vegas 90 96 0 10 20 30 40 50 60 70 80 90 100 110 120 130 Persons 18-34 Benchmark: 80+ DDI average to date in year one and 80+ 13 month average in year two © 2010 Arbitron Inc. 61
  62. 62. Other 6+ DDI All Markets 95 or Higher DDI August 2010 DDI Philadelphia 106 Houston 100 New York 102 Nassau-Suffolk 95 Middlesex 103 Los Angeles 102 Chicago 106 San Francisco 108 Riverside 110 San Jose 110 Dallas 114 Atlanta 118 Washington, DC 113 Detroit 111 Boston 112 Miami Seattle Average DDI: 107 97 108 Phoenix 104 Minneapolis 107 San Diego 101 Tampa 111 Denver 111 St. Louis 110 Baltimore 97 Pittsburgh 102 Portland, OR 104 Sacramento 112 Cincinnati 105 Cleveland 109 Salt Lake City 111 San Antonio 114 Kansas City 105 Las Vegas 110 0 10 20 30 40 50 60 70 80 90 100 110 120 130 © 2010 Arbitron Inc. 62
  63. 63. Black 6+ DDI All Markets 100+ DDI August 2010 DDI Philadelphia 113 Houston METRO 123 New York 109 Middlesex 118 Los Angeles 118 Chicago 114 San Francisco 110 Atlanta 120 Dallas 128 Detroit Average DDI: 116 117 Washington, DC 115 Miami 105 Tampa 110 St. Louis 114 Baltimore 102 Cincinnati 124 Cleveland 124 Kansas City 122 Las Vegas 124 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 19 Markets with more than 10%+ Black population or more than 400,000 Black persons 6+ © 2010 Arbitron Inc. 63
  64. 64. Hispanic 6+ DDI 18 Markets 100 or Higher DDI August 2010 DDI Houston METRO 108 New York 100 Nassau-Suffolk 131 Middlesex 117 Los Angeles 107 Riverside 109 Chicago 103 San Francisco 109 San Jose 113 Atlanta 100 Dallas Average DDI: 114 133 Washington, DC 87 Miami 121 Phoenix 133 San Diego 113 Tampa 102 Denver 121 Portland, OR 142 Sacramento 121 Salt Lake City 117 San Antonio 120 Las Vegas 111 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 22 Markets with 10%+ Hispanic population or more than 400,000 Hispanic Persons 6+ © 2010 Arbitron Inc. 64
  65. 65. Black 18-34 DDI All Markets Above Benchmark August 2010 DDI Average to Date Philadelphia 102 86 Houston METRO 141 130 New York 87 89 Middlesex 100 102 Los Angeles 104 83 Chicago 96 90 San Francisco 81 83 Atlanta 104 96 Dallas Average DDI: 98 141 95 Detroit 94 84 Washington, DC 105 99 Miami 93 88 Tampa 80 82 St. Louis 87 90 Baltimore 87 84 Cincinnati 91 98 Cleveland 87 85 Kansas City 91 87 Las Vegas 97 125 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 19 Markets with 10%+ Black population or more than 400,000 Black Persons 6+ Black Persons 18-34 Benchmark: 70+ DDI in months 1-6, © 2010 Arbitron Inc. 65 75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)
  66. 66. Hispanic 18-34 DDI 20 Markets At Or Above Benchmark August 2010 DDI Average to Date Houston METRO 99 114 New York 82 81 Nassau-Suffolk 82 76 Middlesex 99 91 Los Angeles 90 86 Riverside 89 81 Chicago 92 82 San Francisco 81 109 San Jose 81 97 Atlanta 70 77 Dallas Average DDI: 89 100 99 Washington, DC 78 86 Miami 94 86 Phoenix 93 81 San Diego 90 88 Tampa 76 77 Denver 90 83 Portland, OR 108 84 Sacramento 95 93 Salt Lake City 83 80 San Antonio 82 81 Las Vegas 95 97 0 10 20 30 40 50 60 70 80 90 100 110 120 22 Markets with 10%+ Hispanic population or more than 400,000 Hispanic Persons 6+ Hispanic Persons 18-34 Benchmark: 70+ DDI in months 1-6, © 2010 Arbitron Inc. 66 75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)
  67. 67. Other 18-34 DDI All Markets Over Benchmark & 80+ DDI August 2010 DDI Average to Date Philadelphia 95 89 Houston 96 97 New York 91 93 Nassau-Suffolk 83 89 Middlesex 100 96 Los Angeles 97 90 Chicago 101 98 San Francisco 104 90 Riverside 99 97 San Jose 112 97 Dallas 101 90 Atlanta 121 107 Washington, DC 107 95 Detroit 94 92 Boston 90 84 Miami Seattle Average DDI: 95 90 98 91 89 Phoenix 95 90 Minneapolis 106 100 San Diego 87 83 Tampa 92 91 Denver 94 90 St. Louis 90 84 Baltimore 85 84 Pittsburgh, PA 88 88 Portland, OR 92 87 Sacramento 92 78 Cincinnati 87 86 Cleveland 86 92 Salt Lake City 107 99 San Antonio 85 74 Kansas City 96 93 Las Vegas 84 90 0 10 20 30 40 50 60 70 80 90 100 110 120 130 Other Persons 18-34 Benchmark: 70+ DDI in months 1-6, 75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average) © 2010 Arbitron Inc. 67
  68. 68. Language Preference DDI 12 Markets 90+ Spanish Dominant DDI August 2010 DDI 99 Houston METRO 121 94 New York 158 99 Los Angeles 116 93 Spanish Dominant Riverside 124 English Dominant 90 Chicago 123 89 San Francisco 127 Spanish Dominant: 104 Avg. DDI 86 San Jose English Dominant: 129 Avg. DDI 137 141 Dallas 123 116 Miami 132 139 Phoenix 127 104 San Diego 122 101 Denver 140 102 Sacramento 136 108 San Antonio 126 0 20 40 60 80 100 120 140 160 14 PPM Markets with Language Usage Weighting © 2010 Arbitron Inc. 68
  69. 69. Persons 6+ In-tab Rate 10% Gain in Daily Participation Since 6/09 Average In-tab rate across all currency markets 100% 82.2% 82.3% 82.8% 82.3% 83.0% 81.4% 81.8% 81.3% 80% 73.6% 74.5% 76.9% 77.9% 78.3% 73.3% 73.9% 75.5% Benchmark (75%) 60% 40% Gain of 7.7 In-tab rate points since June ‘09 20% 0% Jun. Jul. Aug. Sep. Oct. Nov. Dec. Hol. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. 2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts. © 2010 Arbitron Inc. 69
  70. 70. Persons 18-34 In-tab Rate 13% Gain in Daily Participation Since 6/09 Average In-tab rate across all currency markets 100% 80% 77.5% 77.4% 78.1% 77.5% 78.3% 76.2% 77.1% 76.3% New 73.0% 70.0% 71.9% Benchmark 67.4% 68.6% 67.1% 66.5% 68.6% (70%) 60% Initial Benchmark (60%) 40% Gain of 8.9 In-tab rate points since June ‘09 20% 0% Jun. Jul. Aug. Sep. Oct. Nov. Dec. Hol. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. 2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts. © 2010 Arbitron Inc. 70
  71. 71. Other P18-34 In-tab Rate 13% Gain in Daily Participation Since 6/09 Average In-tab rate across all currency markets 100% 80% 77.5% 77.4% 78.3% 77.7% 78.0% 75.9% 76.9% 76.0% New 70.2% 71.4% 72.3% Benchmark 67.4% 68.0% 67.0% 66.9% 68.8% (70%) 60% Initial Benchmark (60%) 40% Gain of 8.6 In-tab rate points since June ‘09 20% 0% Jun. Jul. Aug. Sep. Oct. Nov. Dec. Hol. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. 2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-June ’10 avg. of 33 mkts. © 2010 Arbitron Inc. 71
  72. 72. August Brings 2ND Month PPM “Pre-Currency” in Ten New Markets » Charlotte-Gastonia-Rock Hill » Indianapolis » Orlando » Providence-Warwick-Pawtucket » Columbus, OH » Norfolk-Virginia Beach-Newport News » Milwaukee-Racine » Raleigh-Durham » Austin » Nashville September 2010 scheduled to be the first PPM Currency survey for these markets © 2010 Arbitron Inc. 72
  73. 73. DDI for Persons 6+ Averaged 104 in August PPM Pre-Currency Markets August 2010 Persons 6+ DDI Charlotte 110 Orlando 99 Columbus, OH 102 Milwauke 110 Austin 108 Indianapolis 102 Providence ` 99 Norfolk 98 Raleigh-Durham 102 Nashville 107 0 10 20 30 40 50 60 70 80 90 100 110 DDI = Designated Delivery Index = (actual/target)*100 © 2010 Arbitron Inc. 73
  74. 74. DDI for P18-34 Averaged 87 in August PPM Pre-Currency Markets August 2010 Persons 18-34 DDI Charlotte 101 Orlando 89 Columbus, OH 83 Milwauke 85 Austin 90 Indianapolis 88 Providence ` 83 Norfolk 76 Raleigh-Durham 89 Nashville 88 0 10 20 30 40 50 60 70 80 90 100 110 DDI = Designated Delivery Index = (actual/target)*100 © 2010 Arbitron Inc. 74
  75. 75. DDI for P18-54 Averaged 99 in August PPM Pre-Currency Markets August 2010 Persons 18-54 DDI Charlotte 104 Orlando 94 Columbus, OH 102 Milwauke 101 Austin 100 Indianapolis 96 Providence ` 101 Norfolk 92 Raleigh-Durham 99 Nashville 103 0 10 20 30 40 50 60 70 80 90 100 110 DDI = Designated Delivery Index = (actual/target)*100 © 2010 Arbitron Inc. 75
  76. 76. Persons 6+ In-Tab Rate Averaged 77.9% in August 2010 PPM Pre-Currency Markets August 2010 Average Daily In-Tab Rate Charlotte 79.4% Orlando 76.5% Columbus, OH 78.6% Milwaukee 80.9% Austin 78.0% Indianapolis 79.2% ` 77.5% Providence Raleigh-Durham 74.6% Norfolk 77.9% Nashville 76.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% In-tab Rate = Avg. Daily In-tab Avg. Daily Installed © 2010 Arbitron Inc. 76
  77. 77. Persons 18-34 In-Tab Rate Averaged 72.4% in August 2010 PPM Pre-Currency Markets August 2010 Average Daily In-Tab Rate Charlotte 74.3% Orlando 72.9% Columbus, OH 74.3% Milwaukee 72.5% Austin 73.7% Indianapolis 75.4% ` 70.0% Providence Raleigh-Durham 69.1% Norfolk 71.9% Nashville 69.6% 0% 20% 40% 60% 80% 100% In-tab Rate = Avg. Daily In-tab Avg. Daily Installed © 2010 Arbitron Inc. 77
  78. 78. MRC and PPM Status © 2010 Arbitron Inc.
  79. 79. Arbitron, PPM and the MRC »Arbitron is participating in the ongoing voluntary accreditation process of the Media Rating Council »The MRC has accredited the Monthly Quarter-Hour-based radio estimates produced by the PPM service in the following markets: • Houston-Galveston • Riverside-San Bernardino • Minneapolis-St. Paul © 2010 Arbitron Inc. 79
  80. 80. Arbitron, PPM and the MRC (continued) »In January 2010, the MRC denied accreditation of monthly Quarter-Hour-based radio estimates provided by the PPM service in the following markets: • Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Detroit, Los Angeles, New York, Miami, Philadelphia, Phoenix, Pittsburgh, St. Louis, San Diego, Seattle, Tampa-St. Petersburg and Washington, DC »The January 2010 decision was based on audits conducted in 2009 based on 2008 and 2009 data »Arbitron plans to collaborate with the MRC to re-audit each of these markets in 2010 reviewing 2009 and 2010 data © 2010 Arbitron Inc. 80
  81. 81. Arbitron, PPM and the MRC (continued) »All other commercialized PPM markets have been audited by the MRC and these markets remain unaccredited »Arbitron continues to work closely with the MRC to support its continuing accreditation evaluation • In particular, we are working to improve response rates, compliance rates and differential compliance rates • The only data that Arbitron has and is currently working with the MRC to audit and accredit are quarter-hour based estimates »Arbitron continues to comply with the minimum requirements of the MRC Voluntary Code of Conduct in each PPM market prior to commercializing the PPM radio ratings service in that market © 2010 Arbitron Inc. 81
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×