Radio: Audience Measurement – From Archaic to Electronic Presented by Mary Jean Flamer, Media Director Pam Greene, Sr. Media Planner/Buyer Moderated by Eric Reid, Social Media Services Manager

Topics covered in this webinar What is a Portable People Meter (PPM)? Audience Measurement – Diaries v.s PPMs Identify basic PPM components Benefits of PPMs Effects of PPMs Things to Keep in Mind about PPM Data 9/24/08

What is a Portable People Meter (PPM)?

Audience Measurement – Diaries v.s PPMs

Identify basic PPM components

Benefits of PPMs

Effects of PPMs

Things to Keep in Mind about PPM Data

What is a Portable People Meter (PPM)? A device, guided by a human being, automatically records exposure to encoded audio transmissions. Data is captured and downloaded directly to a computer for evaluation. 9/24/08

A device, guided by a human being, automatically records exposure to encoded audio transmissions.

Data is captured and downloaded directly to a computer for evaluation.

What is a Portable People Meter (PPM)? Personal Lightweight and portable Carried by one person Records the individual's unique exposure to audio-based media transmissions 9/24/08

Personal

Lightweight and portable

Carried by one person

Records the individual's unique exposure to audio-based media transmissions

What is a Portable People Meter (PPM)? Passive Self-contained audio exposure recorder Data capture is quick, quiet and automatic Requires no user data entry activity of any kind 9/24/08

Passive

Self-contained audio exposure recorder

Data capture is quick, quiet and automatic

Requires no user data entry activity of any kind

What is a Portable People Meter (PPM)? Pervasive PPM travels everywhere it's user goes Captures every properly encoded audio signal it encounters 9/24/08

Pervasive

PPM travels everywhere it's user goes

Captures every properly encoded audio signal it encounters

Audience Measurement - PPMs 9/24/08 Panelists must carry the PPM device every day. The panelists' listening habits are automatically recorded by the meter. The same panelists’ participate in the sample for up to 24-months. The information is released every month.

Panelists must carry the PPM device every day.

The panelists' listening habits are automatically recorded by the meter.

The same panelists’ participate in the sample for up to 24-months.

The information is released every month.

Audience Measurement - Diaries For over 40 years ago, the paper diary system has been the industry’s principal means to estimate audience measurement 9/24/08

For over 40 years ago, the paper diary system has been the industry’s principal means to estimate audience measurement

Audience Measurement - Diaries 9/24/08 Diary keepers track their listening habits each day for one week. Each entry is manually written into the diary. Diary keepers record both the stations they listened to and how long they listened to each station. Once completed, the participants mail their diaries back to Arbitron for evaluation. How does the current diary system capture radio listening data?

Diary keepers track their listening habits each day for one week.

Each entry is manually written into the diary.

Diary keepers record both the stations they listened to and how long they listened to each station.

Once completed, the participants mail their diaries back to Arbitron for evaluation.

Audience Measurement - Diaries 9/24/08 Each week for 12-weeks Arbitron receives weekly diaries from different respondents. Every 3-months makes up an Arbitron survey. Arbitron releases the data in the form of quarterly survey books to include: Spring, Winter, Summer and Fall.

Each week for 12-weeks Arbitron receives weekly diaries from different respondents.

Every 3-months makes up an Arbitron survey. Arbitron releases the data in the form of quarterly survey books to include: Spring, Winter, Summer and Fall.

PPM Components 9/24/08

Encoder Purpose is to tag each transmitted audio signal (analog or digital) with an audible, but masked code, which can be picked up and recorded by any PPM receiver unit One or more encoders are resident at each participating radio station. They are easily user-installed within the audio chain, ideally just prior to the transmitter 9/24/08

Purpose is to tag each transmitted audio signal (analog or digital) with an audible, but masked code, which can be picked up and recorded by any PPM receiver unit

One or more encoders are resident at each participating radio station. They are easily user-installed within the audio chain, ideally just prior to the transmitter

Portable People Meter PPM unit acts very much like a human ear. It "listens" for the special "sounds" of an encoded audio signal, and saves the strongest available transmission identifier every 30 seconds PPM unit is calibrated to "hear" whatever a person of average hearing can interpret as sound 9/24/08

PPM unit acts very much like a human ear. It "listens" for the special "sounds" of an encoded audio signal, and saves the strongest available transmission identifier every 30 seconds

PPM unit is calibrated to "hear" whatever a person of average hearing can interpret as sound

Docking Station Docking station plugs into standard electrical current and provides a home for the PPM unit while the user sleeps. During that time, the docking station: Downloads PPM media usage data Transmits that data to the Data Collection Box Recharges the PPM battery pack Docking station displays user information through a small display panel 9/24/08

Docking station plugs into standard electrical current and provides a home for the PPM unit while the user sleeps. During that time, the docking station:

Downloads PPM media usage data

Transmits that data to the Data Collection Box

Recharges the PPM battery pack

Docking station displays user information through a small display panel

Data Collection Box Device plugs into wall current and it also connects to a home telephone line Information is gathered from each household PPM unit, the data are forwarded from the docking stations, over household electrical wiring, and stored in this non-descript little box Every morning the collection box dials Arbitron and transmits the information to their central computers 9/24/08

Device plugs into wall current and it also connects to a home telephone line

Information is gathered from each household PPM unit, the data are forwarded from the docking stations, over household electrical wiring, and stored in this non-descript little box

Every morning the collection box dials Arbitron and transmits the information to their central computers

Media Data Collection PPM data collection relies on large pools of potential participants across many geographic locations Panelists are recruited using a random digit dial (RDD) telephone frame that is currently also used by the diary system both land-line phones and includes a supplemental sample of cell phone only households Arbitron starts with households by both mail and phone to gather information and recruit all the members of the household into the panel 9/24/08

PPM data collection relies on large pools of potential participants across many geographic locations

Panelists are recruited using a random digit dial (RDD) telephone frame that is currently also used by the diary system

both land-line phones and includes a supplemental sample of cell phone only households

Arbitron starts with households by both mail and phone to gather information and recruit all the members of the household into the panel

Media Data Collection Arbitron takes careful measures to ensure panel consistently mirrors the characteristics of the market Panel Members Wear the meter from "Rise to Retire” Dock the meter upon retiring Notify Arbitron if any equipment is lost, damaged, or malfunctioning 9/24/08

Arbitron takes careful measures to ensure panel consistently mirrors the characteristics of the market

Panel Members

Wear the meter from "Rise to Retire”

Dock the meter upon retiring

Notify Arbitron if any equipment is lost, damaged, or malfunctioning

What are the PPM Benefits? Data Stability Immediacy Data Depth 9/24/08

Data Stability

Immediacy

Data Depth

PPM Benefit - Data Stability PPM data provides more days of observation over the same period as a diary. Tripled observation days which allow for data analysis at the daily, weekly and or monthly level. The same people participate in the sample, changes in listening patterns may be noteworthy. 9/24/08

PPM data provides more days of observation over the same period as a diary.

Tripled observation days which allow for data analysis at the daily, weekly and or monthly level.

The same people participate in the sample, changes in listening patterns may be noteworthy.

PPM Benefit - Data Stability 9/24/08 How does a panel contribute to more stable audience estimates?

PPM Benefits - Data Stability Passive measurement of actual exposure rather than listener recall Cell phone only household are participates in the PPM samples PPM will give better insight into how people listen to radio. Ability to report on all of radio's new distribution methods 9/24/08

Passive measurement of actual exposure rather than listener recall

Cell phone only household are participates in the PPM samples

PPM will give better insight into how people listen to radio.

Ability to report on all of radio's new distribution methods

PPM Benefits – Immediacy PPM data will be released on a monthly basis as opposed to the diary's quarterly releases PPM data allows the ability to make quicker decisions resulting in better content creation for the radio listening community. 9/24/08

PPM data will be released on a monthly basis as opposed to the diary's quarterly releases

PPM data allows the ability to make quicker decisions resulting in better content creation for the radio listening community.

PPM Benefits - Depth of Data PPM’s ability to analyze monthly, weekly or even daily ratings provides a powerful resource to make smarter choices within radio sponsorships events contests 9/24/08

PPM’s ability to analyze monthly, weekly or even daily ratings provides a powerful resource to make smarter choices within radio

sponsorships

events

contests

PPM Benefits - Depth of Data 9/24/08

The Effects of PPMs Greater Cumes Lower TSL (time spent listening) Changes in AQH (average quarter hour) 9/24/08

Greater Cumes

Lower TSL (time spent listening)

Changes in AQH (average quarter hour)

PPMs – More Stations Per Listener – Higher Cumes 9/24/08 Average number of stations by market

PPMs – More Listening Occasions 9/24/08 Average number of occasions by market

PPMs – Time Spent Listening Lower PPM registers more listening exposures and more stations per listener, but TSL is less than that reported with the diary methodology PPM shows TSL decreased due to more radio stations per listener and shorter durations of exposure than previously recorded 9/24/08

PPM registers more listening exposures and more stations per listener, but TSL is less than that reported with the diary methodology

PPM shows TSL decreased due to more radio stations per listener and shorter durations of exposure than previously recorded

PPMs – Less Time Per Occasion 9/24/08 Average Time Spend Per Occasion By Market

PPMs - AQH Changes AQH Ratings will change as a result of the and time spent listening 9/24/08

AQH Ratings will change as a result of the and time spent listening

Things to Keep in Mind with PPM Data All PPM markets are expected to have market adjustments Unit prices within the market are not expected to change It may be necessary to increase budgets in order to reach the same level of GRPs previously purchased Employment is the major variable in PPM markets with respect to listening levels 9/24/08

All PPM markets are expected to have market adjustments

Unit prices within the market are not expected to change

It may be necessary to increase budgets in order to reach the same level of GRPs previously purchased

Employment is the major variable in PPM markets with respect to listening levels

Things to Keep in Mind with PPM Data Less importance to the top of the hour spot buys 9/24/08

Less importance to the top of the hour spot buys

Things to Keep in Mind with PPM Data 9/24/08 Weekday Hour by Hour in All PPM Markets

Things to Keep in Mind with PPM Data 9/24/08 Weekend Hour by Hour in All PPM Markets

Things to Keep in Mind with PPM Data 9/24/08 PPM Daypart Delivery May Lead to New Daypart Mixes

Q&A If you have questions after this Webinar, please contact: Mary Jean Flamer [email_address] Pam Greene [email_address] 9/24/08