Arbitron Book Breakout-Sample

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Sample Book Breakout, Arbitron

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Arbitron Book Breakout-Sample

  1. 1. Northern Virginia Metro Region<br />Arbitron Spring 2011<br />TopLine Matters<br />
  2. 2. Spring 2011 Survey<br />March 31-June 22<br />
  3. 3. Diary Returns<br />TOTAL IN-TAB<br />GOAL<br />
  4. 4. Cell Phone Only Sample<br />CPO IN-TAB<br />TOTAL DIARIES<br />CELL PHONE ONLY<br />16%<br />16%<br />16%<br />13%<br />
  5. 5. Metro Population SP11<br />
  6. 6. In-Tab vs. Metro Pop<br />
  7. 7. Diary Respondent Age Cell SP11<br />
  8. 8. Ethnic Composition<br />
  9. 9. Northern Virginia Market<br />
  10. 10. Northern Virginia Market<br />
  11. 11. Phase Returns <br />Phase <br />ONE<br />Phase <br />THREE<br />Phase <br />TWO<br />39%<br />33%<br />28%<br />(3) Four-Week Phases<br />Total of 12 Weeks<br />
  12. 12. Gender Makeup<br />49% FEMALE<br />51% MALE<br /><ul><li>43% work full-time
  13. 13. 14% work part-time
  14. 14. 43% did not work</li></li></ul><li>Diary Mentions SP11<br />
  15. 15. WXYZ IN-TAB<br />WXYZ PHASES<br />
  16. 16. WXYZ TREND<br />
  17. 17.
  18. 18. COMPETITION<br />
  19. 19. WIFC IN-TAB<br />WIFC PHASES<br />
  20. 20. WIFC TREND<br />
  21. 21. WIFC AGE CELL TREND<br />
  22. 22. WZED IN-TAB<br />WZED PHASES<br />
  23. 23. WZED TREND<br />
  24. 24. WZED AGE CELL TREND<br />
  25. 25. WSPT IN-TAB<br />WSPT PHASES<br />
  26. 26. WSPT GENDER/COUNTY<br />
  27. 27. WSPT AGE CELL <br />
  28. 28. WOZZ IN-TAB<br />WOZZ PHASES<br />
  29. 29. WOZZ GENDER/COUNTY<br />
  30. 30. WOZZ AGE CELL <br />
  31. 31. Comments Section<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Market Duplication<br />Northern Virginia Arbitron; SP11/FA10; Metro; P12+; M-SU 6A-12M; % Duplicated Audience<br />
  38. 38. It’s All About Listener Loyalty!<br />TGR Media Attracts Listeners<br />Who Don’t Listen Anywhere Else!<br />Northern Virginia Arbitron; SP11/FA10; Metro; A25-54 and W25-54; M-Su 6a-12m; Exclusive Listeners (Cume)<br />
  39. 39. WXYZ Experiences Meteoric<br />Rise with 25-54 Listenership<br />M-F 6A-7P!<br />Women 25-54<br />Listenership <br />UP87%!<br />Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  40. 40. John and PJ Ratings on the<br />Rise During Weekday <br />Morning Drive!<br />Women 25-54<br />Listenership <br />UP62%!<br />Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-10A; Trend Comparison Survey to Survey; WXYZ-FM<br />
  41. 41. Middays are Moving UP<br />On WXYZ During Weekdays<br />10A-3P!<br />Women 25-54<br />Listenership <br />UP176%!<br />Northern Virginia Arbitron; Metro; Various Demos; M-F 10A-3P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  42. 42. PM Drive On the Rise<br />On WXYZ During Weekdays<br />3P-7P!<br />Women 25-54<br />Listenership <br />UP119%!<br />Northern Virginia Arbitron; Metro; Various Demos; M-F 3P-7P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  43. 43. Reaching New Highs<br />With Adults 25-54 During<br />Weekday Prime 6A-7P<br />Increase of 115%<br />Year Over Year!<br />Northern Virginia Arbitron; Metro; A25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  44. 44. Reaching New Highs<br />With Women 25-54 During<br />Weekday Prime 6A-7P<br />Increase of 87%<br />Year Over Year!<br />Northern Virginia Arbitron; Metro; W25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  45. 45. Reaching New Highs<br />With Men 25-54 During<br />Weekday Prime 6A-7P<br />Increase of 152%<br />Year Over Year!<br />Northern Virginia Arbitron; Metro; M25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM<br />
  46. 46. Market Median Age<br />TGR Delivery Facts:<br /><ul><li>All FOUR TGR Media Stations Mirror the Metro!
  47. 47. WIFC is 15 Years Younger than the Market!</li></ul>Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age <br />
  48. 48. Market Median Age<br />TGR Delivery Facts:<br /><ul><li>WZED is 10 Years YOUNGER than the Market
  49. 49. WXYZ Delivers the Market Median Age!</li></ul>Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age <br />
  50. 50. John and PJ Are Getting YOUNGER<br />Every Day–Median Age Trend M-F 6A-10A<br />WXYZ is Getting YOUNGER<br />Every Day–Median Age Trend M-F 6A-7P<br />Northern Virginia Arbitron; Survey Comparison of WXYZ Median Age Composition; M-F 6A-10 and M-F 6A-7P; Median Age <br />
  51. 51. The TGR Advantage in Delivering<br />The Metro Area’s A25-54 Listener<br />TGR Media Delivers a Higher<br />Composition of A25-54 Than the Market!<br />Northern Virginia Arbitron; SP11/FA10; Metro; A12+; M-SU 6A-12M; Weekly Cume Composition %; TGR Media Vs. Market <br />
  52. 52. On the RISE with<br />Listeners of Every Age!<br />THE RESULTS ARE IN!<br />Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share<br />
  53. 53. On the RISE with<br />Adults 25-54!<br />THE RESULTS ARE IN!<br />Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A25-54; M-SU 6A-12M; WXYZ-FM; AQH Share<br />
  54. 54. On the RISE with<br />Adults 18-49<br />THE RESULTS ARE IN!<br />Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A18-49; M-SU 6A-12M; WXYZ-FM; AQH Share<br />
  55. 55. On the RISE with<br />Women 25-54!<br />THE RESULTS ARE IN!<br />Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; W25-54’ M-SU 6A-12M; WXYZ-FM; AQH Share<br />
  56. 56. The Metro’s Favorite<br />Country Station Y96.8FM<br />Achieves Top Rank in Metro!<br />Top Tier Performance<br />In Every Age Cell!<br />Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share Rank<br />
  57. 57. Arbitron Spring 2011<br />Results are In! <br />Top Tier with Women 25-54<br />Source: Northern Virginia Arbitron; Metro; SP11/FA10; W25-54; M-SU 6A-12M; AQH Share Rank<br />
  58. 58. Arbitron SP11/FA10<br />Results are In! <br />Highest Share Delivery with Listeners!<br />Source: Northern Virginia Arbitron; Metro; SP11/FA10; Various Demos; M-SU 6A-12M; WXYZ-FM; AQH Share Rank<br />
  59. 59. Y96.8 Adult35+<br />Listener Profile<br />Delivering a Highly Targeted Listener <br />With Tremendous Buying Power!<br />37% Male<br />63% Female<br />Super Serving an Upscale Adult Audience<br />Annual Household Income<br />Listener Quality:<br /><ul><li>50% Employed Full-Time
  60. 60. 14% Employed Part-Time
  61. 61. 34% Attended Some College
  62. 62. 89% Own a Home</li></ul>Northern Virginia Arbitron; Spring 2011Metro; A35+; Qualitative Profile; WXYZ-FM<br />
  63. 63. WXYZ Is Top Tier<br />With Adults 25-54<br />During Morning Drive!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-10A; Cume Persons<br />
  64. 64. WXYZ Is Top 3<br />With Adults 25-54<br />During Afternoon Drive!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 3P-7P; Cume Persons<br />
  65. 65. WXYZ Is Top Tier<br />With Adults 25-54<br />During The Work Week!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-7P; Cume Persons<br />
  66. 66. WXYZ Is Top 3<br />With Women 25-54<br />All Week Long!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-SU 6A-12M; Cume Persons<br />
  67. 67. WXYZ Is #3<br />With Women 25-54<br />During Morning Drive!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-10A; Cume Persons<br />
  68. 68. WXYZ Is Top Tier<br />With Women 25-54<br />During Mid-Days!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 10A-3P; Cume Persons<br />
  69. 69. WXYZ Is Top 3<br />With Women 25-54<br />During Afternoon Drive!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 3P-7P; Cume Persons<br />
  70. 70. WXYZ Is #3<br />With Women 25-54<br />During The Work Week!<br />Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-7P; Cume Persons<br />
  71. 71. Thank You!<br />Tracy T Gilliam<br />TopLine Matters<br />Washington, DC<br />tracy@toplinematters.com<br />

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