Meters for the Digital Age

An Update on Arbitron’s Personal Portable Meter

Bob Patchen, The Arbitron Company

TVB Research Conference

October 14, 1999

Why a Personal Meter?

Easier for consumersA more passive methodMeasures out-of-homeTracks people across mediaCan measure Internet, digital, other new media

Key PPM Features

Pager size, portable meter Reliable audio encodingDetects TV, cable, radioPatented compliance systemOvernight data collection

The PPM Equipment

Audio Encoder

Personal Portable Meter (PPM)

Recharging Unit

Data CollectionHub Unit

Extensive Prior Research

Over 25 studies since 1992 On-air encoding testsRigorous decoding testsHuman audibility testsPanel compliance tests

The U.K. Pilot Test

9 weeks, Fall 1998Examined entire systemLive on-air encodingIncluded radio, TV, cable50 consumers age 15+

Major Research Questions

Will broadcasters encode?Will the encoders perform?Will the meters perform?Will panelists comply?

Broadcasters Cooperated

Management briefingEngineering reviewEngineering testsEncoders installed

Participating Broadcasters

RadioKey 103

Piccadilly 1152

Galaxy 102

Classic FM

Jazz FM100.4

Atlantic 252

Talk Radio UK

BBC GMR

Radio City 96.7

TelevisionBBC1BBC2Granada (ITV)Channel 4

CableCarlton Food Network

Encoders and meters functioned as planned

EncodersProduced continuous, inaudible station codes

MetersDetected and identified all encoded stations

A View from the BBC

Panel Cooperation and Compliance

The Sample

23 households installed50 persons age 15+A diverse study group

Installation and Retention

Households23 of 24 recruited, installedNo installed homes quit

Installation and Retention

People50 of 50 stayed 8 weeks48 stayed for entire study

Three Simple Rules

Keep your meter with you

Keep the green

light on Recharge your

meter at bedtime

The meters were “undocked” nearly all day

6:008:00

10:0012:0014:0016:0018:0020:0022:00

0:001 2 3 4 5 6 7 8 9

Median Undock Time

Median Dock Time

Week of Panel

Me

dia

n T

ime

of

Da

y

2468

1012141618

Me

dia

n H

ou

rs P

er

Da

y

Undocked Carried

Panelists wore their meters over 14 hours per day

2468

1012141618

1 2 3 4 5 6 7 8 9

Me

dia

n H

ou

rs P

er

Da

y

Undocked Carried

Compliance levels remained high throughout the test

Week of Panel

2468

1012141618

Males Females

Me

dia

n H

ou

rs P

er

Da

y

Undocked Carried

Men and women complied equally well

Compliance Summary

Logical docking and undocking times

Meters worn or carried nearly all day

Compliance good across time, sample types

Tracking Media Exposure

A day in the life of a PPM

Conclusions

Broadcasters cooperatedThe encoders worked The meters workedPanelists complied

In short . . . it works!

The UK 300 Test Panel

Expanded test began 7/99 300 people age 6+ TV, radio, cable, satelliteFirst-time audience dataInternal report early 2000

What’s next?

US demo market in 2000 TV, cable, radio300-600 persons 6+Multimedia reports

Stay tuned!

Summary

A challenging media futureNew methods needed Portable meters make sensePPM has great potential

Thank You!Questions or Comments?