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Welcome to the PortlandWelcome to the Portland Area Radio Council (PARC) Portable People Meter SeminarSeminarMelissa KundePARC, Executive Director
1 © 2009 Arbitron Inc.
Performance of the OctoberPerformance of the October 2009 Pre-Currency Data
Michael NelsonMichael NelsonAccount Manager, Radio Station Services
Jenny TsaoyPPM Implementation Market Manager
2 © 2009 Arbitron Inc.
Findingsg The Portland sample for October is representative of all demos, ethnicities,
counties and language preferences.g g p Compliance is similar to all other PPM markets.
» On average 75% of panelists are carrying their meters for roughly 15 hours per day.
Cume audiences on the weekly and daily levels are higher than what has been seen in the diary.
Radio’s qualitative audience has changed.I i l j f t i li t i l l» Income is no longer a major factor in listening levels
» Employment and out-of-home listening continues to drive ratings PPM listening levels compared to diary are similar to 15 other PPM
commercialized marketscommercialized markets.» Many different formats are found in top rank positions
Ratings are more compressed among the top stations than in the diary service.
Granular data continues to provide insight into how consumers use radio.
PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise
3 © 2009 Arbitron Inc.
Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.
Portland PPM ScheduledPortland PPM Scheduled Commercialization Plan
Oct 09Summer 2009 Diary Book Releases
11/6: Oct PPM Pre-Currency Survey Releases
Nov 09Summer 2009 Diary Book Still Currency
12/4 N PPM P C D t R l
D 09Summer Diary Book No Longer Currency
12/4: Nov PPM Pre-Currency Data Release
Dec 0912/31: Dec PPM Pre-Currency Data Release
• PPM measurement in Portland began on Thursday, September 17th• Only one currency in use at a time • Full three month value of Summer 09 Diary book• Two months of PPM pre-currency data prior to Currency
4 © 2009 Arbitron Inc.
Portland Converts to Currencyy PPM data will be the ONLY
f fform of currency scheduled to begin December 31
Arbitron’s license agreements prohibit the use of DIARY data for anyof DIARY data for any transactional purpose after a market’s official conversion to PPM currencyto PPM currency
5 © 2009 Arbitron Inc.
SamplepPortland PPM October 2009
6 © 2009 Arbitron Inc.
Portland Metro SamplepOctober 2009
Total Persons in Monthly SampleTotal Persons in Monthly Sample
Monthly Installed Persons 1,399
Monthly In-tab Persons 1,316
Monthly In-tab Rate 94.1%
Total Persons in Daily Sample
Panel Target Size 889
Avg Daily In-tab Persons 908
Avg Daily In-tab Rate 72.7%g a y tab ate %
Compliance-Capable* 1,158
Compliance Rate** 78.4%
Installed Cell-Phone-Only Persons 88
Avg. Cell-Phone-Only In-Tab Persons 24
7 © 2009 Arbitron Inc.
*Compliance-Capable Persons excludes panelists who are known to be away from home and panelists who experienced technical issues that prevented them from achieving in-tab.**Compliance rate is calculated as follows: Daily In-Tab Persons/Compliance-Capable Persons
Sample Performance pby Age Cell
140160
October 2009
89
121
140
119
100
120
140
85 8771
87 89
60
80
100
20
40
06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
8 © 2009 Arbitron Inc.
*Designated Delivery Index: DDI = (actual/target)*100
In-Tab SizeDemo and Race/Ethnicity
PortlandPortland
October 2009 Avg. Daily In-tab Target
Avg. Daily In-tab Actual DDI*
Unique Monthly In-
Tabg Tab
P6+ 889 908 102 1,316
P18+ 733 775 106 1 079P18+ 733 775 106 1,079
P18-54 502 475 95 706
P25-54 418 415 99 590P25 54 418 415 99 590
Black 6+ 29 37 131 51
Hispanic 6+ 102 107 104 165Hispanic 6 102 107 104 165
Other 6+ 758 763 101 1,110
9 © 2009 Arbitron Inc.
*Designated Delivery Index: DDI = (actual/target)*100
In-Tab Size 18-34 DDI Performance
Portland
October 2009Avg. Daily
In-tab Avg. Daily In tab Actual DDI*
Unique Monthly In-October 2009
Target In-tab Actual yTab
Persons 18-34 218 177 81 301
Men 18-34 113 85 75 145
Women 18-34 106 92 87 156
Black 18-34 7 5 65 7
Hispanic 18-34 44 34 79 55
Other 18-34 167 137 82 239
10 © 2009 Arbitron Inc.
*Designated Delivery Index: DDI = (actual/target)*100
In-Tab Size25-54 Race/Ethnicity
Portland
O t b 2009 Avg Daily Avg Daily Unique October 2009 Avg. Daily
In-tab TargetAvg. Daily
In-tab Actual DDI* Monthly In-Tab
Persons 25-54 418 415 99 590
Men 25-54 213 200 94 282
Women 25-54 205 215 105 308Women 25 54 205 215 105 308
Black 25-54 13 16 121 22
Hi i 25 54 49 60 121 86Hispanic 25-54 49 60 121 86
Other 25-54 356 339 95 482
11 © 2009 Arbitron Inc.
*Designated Delivery Index: DDI = (actual/target)*100
Portland Metro & DMA
12 © 2009 Arbitron Inc.
Compliance and Carry Times
Portland PPM October 2009Portland PPM October 2009
13 © 2009 Arbitron Inc.
Median Undock/Dock TimesMedian Undock/Dock TimesFemale 6+ Male 6+
October 2009 Weekdays
7:18 AM7 26 AM
Undock Time
7:18 AM7:26 AM
10:58 PM 10:57 PM
Dock Time
14 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009
Median Undock/Dock TimesMedian Undock/Dock Times
Hi i 6 Bl k 6 Oth 6
October 2009 Weekdays
Hispanic 6+ Black 6+ Other 6+
Undock Time
7:13 AM 6:59 AM 7:26 AM
11:11 PM 10:59 PM10:42 PM
Dock Time
15 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009
Median Undock/Dock TimesMedian Undock/Dock TimesOctober 2009 Weekdays
06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Undock
Time
7:33 AM 7:12 AM 7:33 AM 7:18 AM 7:09 AM 7:07 AM 7:33 AM8:27 AM
9:32 PM10:24 PM
11:36 PM 11:04 PM 11:03 PM 11:01 PM 11:05 PM 11:01 PM
Dock Time
16 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009
Median Undock/Dock TimesMedian Undock/Dock TimesOctober 2009 Weekends
06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Undock
Time
9:14 AM 9:58 AM8:55 AM 8:35 AM 8:20 AM 7:48 AM
8:54 AM9:41 AM
10:00 PM 10:42 PM 11:15 PM 11:11 PM 11:06 PM 11:12 PM 11:02 PM12:20 AM
Dock Time
17 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009
Median Times by GenderyOut-of-Dock and Carry Times
15:41 15:54
14:32 14:59
Women MenOut-of-Dock Time Carry Time
18 © 2009 Arbitron Inc.
y
Portland Metro, In-Tab Persons 6+, October 2009, Week-day
Median Times by Race/Ethnicity y yOut-of-Dock and Carry Times
15:33 16:16 15:48
14:3015:20 14:47
Hispanic 6+ Black 6+ Other 6+Out-of-Dock Time Carry Time
19 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Weekday
Median Times by Agey gOut-of-Dock and Carry Times
13:58
15:38 15:43 15:46 15:56 15:59 15:58 15:46
13:58
12:53 13:30 13:59 14:2915:06 15:14 15:12 15:03
06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Out-of-Dock Time Carry Time
20 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Week-day
Preview of Portland DataPreview of Portland Data
21 © 2009 Arbitron Inc.
Cume EstimatesPortland PPM October 2009
22 © 2009 Arbitron Inc.
PPM Weekday Cume Ratingy gMon-Fri 6a-12m
93.286.7
92.3 94.9 94.6 94.3 94.190.9
90
100
70
80
40
50
60
20
30
0
10
Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+
23 © 2009 Arbitron Inc.
Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009
PPM Weekend Cume RatinggSat-Sun 6a-12m
79 3 81.4 81 290
100
77.2
68.7 67.8
76.7 79.3 81.4 81.274.8
60
70
80
40
50
10
20
30
0Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+
24 © 2009 Arbitron Inc. Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009
Average Number Of StationsAverage Number Of Stations
PPM Diary
3.9 4.03.8
PPM Diary
2.4 2.4 2.4
P12+ Hispanic 12+ Other 12+
PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.
25 © 2009 Arbitron Inc.
, , , ,Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
Number Of Listening Occasions g
21.4
PPM Diary
19.1 18.8
12 4 12 4 12 412.4 12.4 12.4
P12+ Hispanic 12+ Other 12+
PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Di P tl d M t S 2009 M S 6AM MID P 12
26 © 2009 Arbitron Inc.
Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
Average Time Spent Per Tune-ing p
PPMPPM
Diary
1:14
1:41
1 11
0:36 0:33 0:36
1:14 1:11
Total 12+ Hispanic 12+ Other 12+
PPM P tl d M t O t b 2009 M S 6AM MID P 12
27 © 2009 Arbitron Inc.
PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
Avg Weekly Cume ComparisonAvg Weekly Cume ComparisonPortland October 2009 PPM
800,000
PPM Cume Diary Cume
I th Di iSix stations exceed 400,000 Cume Persons in PPM
In the Diary service, no Portland radio stations exceeded 300,000 Weekly C b d600,000
e
Cume, based on an average of the past four diary surveys –Fa08-Su09
400,000
Cum
e
200,000
0
28 © 2009 Arbitron Inc.
PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
PPM Vs. Diary Hour-by-Hour y yCume Rating ComparisonO t b 2009October 2009
50 0
60.0
PPM Diary
40.0
50.0
20.0
30.0
0 0
10.0
0.0
6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P
Monday - Friday Saturday - Sunday
29 © 2009 Arbitron Inc.
PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
Rating Comparisonsg pPortland PPM October 2009
30 © 2009 Arbitron Inc.
PPM Conversion GridsExample
Initial Portland OR Conversion RateInitial Portland, OR Conversion Rate
•Persons 12+ = .86
•Persons 18-34 = .72
•Persons 25-54 = .87
31 © 2009 Arbitron Inc.
PPM Vs. Diary Hour-by-Hour y yPersons 12+ AQH Rating Comparison
16.0
18.0
PPM Diary
10.0
12.0
14.0
6.0
8.0
0.0
2.0
4.0
0.0
6A 8A 10A
12P 2P 4P 6P 8P 10P 6A 8A 10A
12P 2P 4P 6P 8P 10P
Monday - Friday Saturday - Sunday
32 © 2009 Arbitron Inc.
PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM
PPM Vs. Diary Hour-by-Hour y yPersons 25-54 AQH Rating Comparison
20 0
16.0
18.0
20.0
PPM Diary
10.0
12.0
14.0
4.0
6.0
8.0
0.0
2.0
6A 8A 10A
12P 2P 4P 6P 8P 10P 6A 8A 10A
12P 2P 4P 6P 8P 10P
1 1 1 1 1 1
Monday - Friday Saturday - Sunday
33 © 2009 Arbitron Inc.
PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 25-54 vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 25-54Note: Same stations are being used for comparison from Diary to PPM
PPM Vs. Diary yAQH Ratings By Daypart, P12+
13.9
15.1
13.614
16 PPMDiary
11.212 12.1
10
12
14 y
7.17.7
6
8
10
4.34.9
2
4
6
0
2
Morning Drive Midday Afternoon Drive Nights Weekends
34 © 2009 Arbitron Inc.
Portland AQH Ratings, October 2009 vs. Summer 2009, P12+ Market totalsNote: Same stations are being used for comparison from Diary to PPM
Listening By Demog yMonday-Friday 6AM-MID
22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54
16
18
20
10
12
14
H R
atin
g
4
6
8AQ
0
2
6A-7A
7A-8A
8A-9A9A-10A0A-11
AA-12
P
2P-1P
1P-2P
2P-3P3P-4P
4P-5P
5P-6P
6P-7P
7P-8P8P-9P
P-10P
P-11P
P-12A
Mo-Fr 6Mo-Fr 7Mo-Fr 8Mo-Fr 9
AMo-Fr 1
0AMo-Fr 1
1AMo-Fr 1
2PMo-Fr 1
PMo-Fr 2
PMo-Fr 3
PMo-Fr 4
PMo-Fr 5
PMo-Fr 6
PMo-Fr 7
PMo-Fr 8
PMo-Fr 9
PMo-Fr 1
0PMo-Fr 1
1P
35 © 2009 Arbitron Inc.
Portland October 2009 PPM, Mon-Fri 6AM-MID
Listening By Demog ySat-Sun 6AM-MID
22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54
161820
101214
Rat
ing
68
10
AQ
H
024
0
Sa-Su 6A-7A
Sa-Su 7A-8A
Sa-Su 8A-9A
Sa-Su 9A-10A
Sa-Su 10A-11A
Sa-Su 11A-12P
Sa-Su 12P-1P
Sa-Su 1P-2P
Sa-Su 2P-3P
Sa-Su 3P-4P
Sa-Su 4P-5P
Sa-Su 5P-6P
Sa-Su 6P-7P
Sa-Su 7P-8P
Sa-Su 8P-9P
Sa-Su 9P-10P
Sa-Su 10P-11P
Sa-Su 11P-12A
36 © 2009 Arbitron Inc.S Sa Sa S S Sa Sa
Portland October 2009 PPM, Sat-Sun 6AM-MID,
Ratings by Employment Status g y p yPersons 25-54
18.0
20.0
12.0
14.0
16.0
8.0
10.0
2.0
4.0
6.0
25-54 employed 25-54 not employed
0.0
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
37 © 2009 Arbitron Inc.
PPM, Portland, October 2009, Mon-Fri 6a-12m Persons 25-54 full-time/part-time vs. not employed, AQH Rating
Ratings by In/Out of Home g yListeningPersons 25-54
160,000
180,000
120,000
140,000
80,000
100,000
Out of Home In Home
40,000
60,000
0
20,000
38 © 2009 Arbitron Inc. Source: Portland Metro, PPM, P25-54, October 2009, AQH
Mo-Fr6A-7A
Mo-Fr7A-8A
Mo-Fr8A-9A
Mo-Fr9A-10A
Mo-Fr10A-11A
Mo-Fr11A-12P
Mo-Fr12P-1P
Mo-Fr1P-2P
Mo-Fr2P-3P
Mo-Fr3P-4P
Mo-Fr4P-5P
Mo-Fr5P-6P
Mo-Fr6P-7P
Mo-Fr7P-8P
Mo-Fr8P-9P
Mo-Fr9P-10P
Mo-Fr10P-11P
Mo-Fr11P-12A
Listening Levels by Income Levelg y
10.9
12.5
10 512.0
14.0PPM Diary
910.1 9.7
8.5
10.59.7
8.0
10.0
4 0
6.0
8.0
2.0
4.0
0.0$75K + $50K-$75K $25K-$50K <$25K
PPM P tl d PPM O t b 2009 M S 6AM MID P 18+
39 © 2009 Arbitron Inc.
PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 18+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 18+, AQH RatingNote: Same stations are being used for comparison from Diary to PPM
PPM Ratings Are MorePPM Ratings Are More CompressedDifference in AQH rating points between the number 1 station Q g pand the number 10 station
Portland18-34
Portland18-49
Portland 25-54
Portland 35-54
Diary PPM Diary PPM Diary PPM Diary PPMDiary PPM Diary PPM Diary PPM Diary PPM
M-F 6a-10a 2.4 0.6 1.1 0.6 1.4 0.6 1.8 0.8
M F10a 3p 1 8 1 1 0 6 0 9 0 9 0 6 0 9 1 0M-F10a-3p 1.8 1.1 0.6 0.9 0.9 0.6 0.9 1.0M-F 3p-7p 1.2 0.7 0.6 0.8 1.0 0.8 1.2 1.0M-F 7p-12m 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6p 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6Sa-Su 6a-12a 0.6 0.3 0.5 0.4 0.8 0.4 1.0 0.5
40 © 2009 Arbitron Inc.
Diary data based on Summer 2009PPM data based on October 2009 dataNote: Same stations are being used for comparison from Diary to PPM
PPM vs. Diary yDemographic Comparison
25 PPM
21 2019
18
21
20
Diary
1716
13
18
14
12
15
910
12
10
56
5
0P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
41 © 2009 Arbitron Inc.
Portland AQH Ratings, October 2009 vs. Summer08-Summer09, P12+ Market totalsNote: Same stations are being used for comparison from Diary to PPM
A Gl t R diA Glance at Radio Formats in PortlandFormats in PortlandOctober 2009 Pre-Currency PPM Data
42 © 2009 Arbitron Inc.
AQH Persons by Format yGroupings40 000
33,600
26,500 25 20030,000
35,000
40,000PPM
26,500 25,200
19,800 19,400
14,400 13 50015 000
20,000
25,000
, 13,50010,900
8,000 7,500
2,700800
5,000
10,000
15,000
8000
News T
alktiv
e Roc
kAC Bas
edas
sic H
itsCou
ntry
CHRReg
ional
AAAAll S
ports
Christi
aners
onali
tysh
Sports
NewClas
sic/Acti
v
AC Adu
lt/Clas
C
Mexica
n R AllCon
tempo
rary C
Talk Per
Spanis
h
43 © 2009 Arbitron Inc.
Portland AQH Persons, October 2009Note: Same stations are being used for comparison from Diary to PPM
News/TalkHour x Hour Trends P35+Hour x Hour Trends – P35+60,000
40,000
50,000
30,000
10,000
20,000
0
6A-7
A
7A-8
A
8A-9
A
A-1
0A
A-1
1A
A-1
2P
2P-1
P
P-2P
2P-3
P
3P-4
P
4P-5
P
5P-6
P
6P-7
P
7P-8
P
8P-9
P
P-10
P
P-11
P
P-12
A
Mo-
Fr 6
Mo-
Fr 7
Mo-
Fr 8
Mo-
Fr 9
A
Mo-
Fr 1
0A
Mo-
Fr 1
1A
Mo-
Fr 1
2
Mo-
Fr 1
Mo-
Fr 2
Mo-
Fr 3
Mo-
Fr 4
Mo-
Fr 5
Mo-
Fr 6
Mo-
Fr 7
Mo-
Fr 8
Mo-
Fr 9
P
Mo-
Fr 1
0P
Mo-
Fr 1
1P
44 © 2009 Arbitron Inc.
News/Talk
Mexican RegionalQTR Ho r QTR Ho r Trends P6+QTR Hour x QTR Hour Trends – P6+30,000
20,000
10,0000,000
0
3P-3
:15P
5P-3
:30P
0P-3
:45P
3:45
P-4P
4P-4
:15P
5P-4
:30P
0P-4
:45P
4:45
P-5P
5P-5
:15P
5P-5
:30P
0P-5
:45P
5:45
P-6P
6P-6
:15P
5P-6
:30P
0P-6
:45P
6:45
P-7P
Mo-
Fr
Mo-
Fr 3
:15
Mo-
Fr 3
:30
Mo-
Fr
Mo-
Fr 4
Mo-
Fr 4
:15
Mo-
Fr 4
:30
Mo-
Fr 4
Mo-
Fr
Mo-
Fr 5
:15
Mo-
Fr 5
:30
Mo-
Fr
Mo-
Fr
Mo-
Fr 6
:15
Mo-
Fr 6
:30
Mo-
Fr
45 © 2009 Arbitron Inc.
Mexican Regional
Contemporary Hit Radio (Pop & Rhythmic)y ( y )P18-34 Day of the Week Listeningg
8,000
5,700 5,500 5,400
6,7006,100 6,200
6,000
7,000
3,0003 000
4,000
5,000
1,000
2,000
3,000
0
,
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
46 © 2009 Arbitron Inc.
All SportsAverage PersonsAverage PersonsMen 18+, M-Su 6am-12mAverage Persons for October was 6,700
12,000 What Happened on Sept. 21st
8,000
10,000
4000
6,000
2,000
4,000
0
9/1
7/09
9/1
8/09
9/1
9/09
9/2
0/09
9/2
1/09
9/2
2/09
9/2
3/09
9/2
4/09
9/2
5/09
9/2
6/09
9/2
7/09
9/2
8/09
9/2
9/09
9/3
0/09
10/
01/0
9
10/
02/0
9
10/
03/0
9
10/
04/0
9
10/
05/0
9
10/
06/0
9
10/
07/0
9
10/
08/0
9
10/
09/0
9
10/
10/0
9
10/
11/0
9
10/
12/0
9
10/
13/0
9
10/
14/0
9
47 © 2009 Arbitron Inc.
PPM Reveals Event ListeningListening
The King of Pop died on Thursday, June 25 2009June 25, 2009.
Did New York radio listeners hear the news from radio?
Did N Y k di kDid New York radio programmers make the right decision to meet the needs of his fans?
48 © 2009 Arbitron Inc.
Michael Jackson’s Death: PPM Reveals R di ’ St th With B ki NRadio’s Strength With Breaking NewsNew York News/Talk Radio, Average Daily Cume, Persons 25-54
160,000
180,000First wide spread reports of Michael Jackson’s death
100,000
120,000
140,000
60,000
80,000
00,000
20,000
40,000
0
5P-5:15
P5:1
5P-5:
30P
5:30P
-5:45
P5:4
5P-6P
6P-6:15
P6:1
5P-6:
30P
6:30P
-6:45
P6:4
5P-7P
7P-7:15
P7:1
5P-7:
30P
7:30P
-7:45
P7:4
5P-8P
8P-8:15
P8:1
5P-8:
30P
8:30P
-8:45
P8:4
5P-9P
9P-9:15
P9:1
5P-9:
30P
9:30P
-9:45
P9:4
5P-10
P10
P-10:15P
10:15
P-10:30P
10:30
P-10:45P
10:45
P-11P11
P-11:15P
11:15
P-11:30P
11:30
P-11:45P
11:45
P-12A
49 © 2009 Arbitron Inc.
6/25/09 Average Thursday
Source: New York Metro, PPM June-July 2009, P25-54, M-Su 6a-Mid, Avg Daily Cume PersonsAverage Thursdays = June-July 09 minus 6/25/09, Stations = WABC-AM, WCBS-AM, WINS-AM
The next day, WKTU (Rhythmic AC) alters programming to Michael Jackson hits
1,600,000
Friday 6/26 - the day1,363,600
1 200 000
1,400,000
Friday, 6/26 - the day after Michael Jackson dies
1,000,000
1,200,000
600,000
800,000
400,000
0
200,000
9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9
50 © 2009 Arbitron Inc.
5/2
8/09
5/2
9/09
6/0
1/09
6/0
2/09
6/0
3/09
6/0
4/09
6/0
5/09
6/0
8/09
6/0
9/09
6/1
0/09
6/1
1/09
6/1
2/09
6/1
5/09
6/1
6/09
6/1
7/09
6/1
8/09
6/1
9/09
6/2
2/09
6/2
3/09
6/2
4/09
6/2
5/09
6/2
6/09
6/2
7/09
6/2
8/09
6/2
9/09
6/3
0/09
7/0
1/09
7/0
2/09
7/0
3/09
7/0
6/09
7/0
7/09
7/0
8/09
7/0
9/09
7/1
0/09
7/1
3/09
7/1
4/09
7/1
5/09
7/1
6/09
7/1
7/09
7/2
0/09
7/2
1/09
7/2
2/09
Source: New York Metro, PPM June-July 2009, P25-54, M-F 6a-Mid, Avg Daily Cume Persons
Stations Airing Christmas Music in gPPM Markets
1 4
1.6
1.8
2.0
0.8
1.0
1.2
1.4
0 0
0.2
0.4
0.6
0.0Washington, DC Atlanta Detroit Houston New York
Week of 11/27/08 Week of 12/04/08 Week of 12/11/08 Week of 12/18/08
51 © 2009 Arbitron Inc.
Source: Arbitron PPM; Atlanta, Los Angeles, Detroit, Los Angeles and Washington, DC Metros; Mon-Sun 6AM-Mid; P6+
Summaryy Compliance is similar to all other PPM markets
Listening levels continue to follow trends in other PPM markets» Employment, as well as out-of-home listening continues to be a
major driver of ratings
Listening levels on evenings and weekends are similar to that of the diary.
Radio’s reach in Portland is approximately 90% of the metro each week
Ratings are compressed among top tier stations.
Granularity of PPM will allow programmers to improve the product in ways not possible with diary
52 © 2009 Arbitron Inc.
P tl dPortlandOctober 2009 Pre-Currency PPM Data
Arbitron, Inc.November 6, 2009
53 © 2009 Arbitron Inc.
Katie WilcoxClear Channel San FranciscoGeneral Sales ManagerGeneral Sales Manager
54 © 2009 Arbitron Inc.
Transitioning to PPMTransitioning to PPM
What to Expect & How to PrepareWhat to Expect & How to Prepare
Diary PPMMethodologyPeople record their radio listening for seven days in a
MethodologyPersonal people meter is a portable electronic device (shapedPeople record their radio listening for seven days in a
“diary”Personal people meter is a portable electronic device (shaped like a pager and worn on the body with a clip) that records an encoded digital signal in radio broadcasts
Release PeriodsQuarterly / Seasonally (for example July, August and September data released as the “Summer Book”)
Release PeriodsMonthly plus a holiday release for a total of 13 release periods (January through December plus “holiday”)September data released as the Summer Book ) (January through December plus holiday )
Intab and ParticipantsSample of 2,725 Age 12+
An average of 225 different people each week for 12
Intab and ParticipantsPanel of 1,185 Persons Age 6+ (889 daily)
Participants may stay in the panel for as long as two yearsAn average of 225 different people each week for 12 weeks make up the 2,725 person sample
Responses of Spanish speaking Hispanics and African American respondents are heavily weighted to create a
i ll i f h k
Participants may stay in the panel for as long as two years Average term on a panel is eight months
Panel composition is reflective of the market demographics based on US Census data with slight weighting for under represented minorities
statically accurate representation of the market
Relies on individuals to accurately recall and record all radio listening
Adult Panelist must carry the PPM for at least eight hours per day for the results to be included
Demo DemoAges 12 and older measured Ages 6 and older measured
Included Stations Radio stations that subscribe to the diary service are “in the book”. Predominantly commercial broadcasters.
Included StationsAll radio stations that are encoded with an embedded signal within the audio broadcast. Sample can include commercial, public, university, HD, streaming etc.
Other DifferencesRecalled and written account of active listening. Primarily included stations that were selected by the diary keeper
Other DifferencesDigital measurement of radio exposure including stations overheard and those not personally selected by participant.
Specific start and end times of listening session are based on recall. Overall results reflect longer total TSL than PPM measurement.
Each panelist is exposed to more radio stations (in public places, taxis, etc.) creating an increase in cume for most stations compared diary measurement.
The Impact: Ratings & RankersThe Impact: Ratings & Rankers Massive market compression Lose “phantom” TSL Gain “phantom” cumep Younger stations get older Older stations gain some younger g y g
audience but comp can skew even older Daypart importance- AMD decreased while
MID becomes a bigger player. Weekends are viable stand alone.
Urban wildcard- depends on TSL
Impact: Cume, AQH & Frequency The meter records more stations per listener
and thus cume listening levels (per station) go up.g p
Generally speaking the stations that tend to be played in public environments have the biggest cume increases (vs the diary)biggest cume increases (vs. the diary).
However, most of this cume is very light and doesn’t have a significant impact on the AQH ti t (48% f d 8% fAQH estimate (48% of cume drove 8% of market AQH & 52% of Cume had TSL one hour or less in SF launch)
Much of this cume won’t show up in a schedule as reach.
Cume therefore does not show up in Cume, therefore, does not show up in Frequency
Impact: Weighting, Gender and Employment
E l d li t t di Employed listen to radio, unemployed watch TVB h i f l d i fl Behavior of employed influence ratingsP l d i hti b d Panel and weighting based on census data
Men have slightly higher ratings than women
Male ratings increase and composition shifts
The Bottom LineThe Bottom Line
PPM captures more listeners per station, and more stations per listener, but listeners stay tuned into each station a shorterstay tuned into each station a shorter period of time on average than recorded in the diary methody
Just because the measurement changed Just because t e easu e e t c a geddoes not mean that stations are suddenly under performing.
The measurement “base-line” has changed, not the value or results of radio
The Impact: NegotiationsThe Impact: Negotiations
CPPs go up diary to PPM (35%) Negotiations can be more subject Negotiations can be more subject
to short term fluctuationsN t ti bl iti l Non monetary negotiables critical
Gain reach, lose AQH, lose Gain reach, lose AQH, lose frequency
The Impact: ClientsThe Impact: Clients
Decreased access to zip code data
Increased cume does not impact AQH significantly frequency aAQH significantly – frequency a challenge to demonstrate
Planning can be out of sync with market realitymarket reality
Default to SQAD (big shops only)
Options for BuyersOpt o s o uye s Reduce points levels (e.g. 75 points) and use the
same b dgetsame budget. If they were getting results at 100 Diary points, you can
expect the same results from 75 PPM points
Plan for lower frequencies If they were getting results at a 3.0 frequency with diary
methodology you will get the same results from a 1 8 -2 0methodology, you will get the same results from a 1.8 2.0 frequency with PPM
Evenly distribute spots against all dayparts to Evenly distribute spots against all dayparts to coincide with PPM data. Evenings and weekends will help with your
efficiencies
Increase your CPP and buy the same point levels (e g 100 points) Budget will have to increase(e.g. 100 points). Budget will have to increase.
Selling in a Compressed Marketg p
Find your real USP (its not cume, heritage, signal strength , g , g gor anything generic)
Identify the emotional Identify the emotional connection between station and audience- sell it!
Customer Service Customer Service Sell results
Do Yourself a FavorDo Yourself a Favor
Call the releases “monthlies” Pre-sell your qualitative now Educate your ratings sensitive clients Find more non-ratings sensitive clients Pre-sell how listeners really use radio
(address dayparts, frequency, etc.) Pre-sell exposure Don’t knock it, get on board
Selling in a Compressed MarketSelling in a Compressed Market
Know the numbers: Find the tie breakers and know your weak yspots Turnover Turnover Audience Comp Gender Distribution Hourly sweet spotsy p % of total audience 25-54
Make the sale before the avail Make the sale before the avail
Good Luck!Good Luck!
Questions??
PPM MARKET CONVERSIONPPM MARKET CONVERSIONTHE NEW CURRENCY
Jim Gaither
Director of Media Negotiations
The Richards Group
PORTABLE PEOPLE METER (PPM)
P i di t d iPassive audio measurement device that tracks radio listening at any location
PORTABLE PEOPLE METER (PPM)
P i di t d iPassive audio measurement device that tracks radio listening at any location
Showing that consumers listen to more radio than previously thought, but on a wider variety of stationsbut on a wider variety of stations
PORTABLE PEOPLE METER (PPM)
P i di t d iPassive audio measurement device that tracks radio listening at any location
Showing that consumers listen to more radio than previously thought, but on a wider variety of stationsbut on a wider variety of stations
Fragmented ratings
PORTABLE PEOPLE METER (PPM)
P i di t d iPassive audio measurement device that tracks radio listening at any location
Showing that consumers listen to more radio than previously thought, but on a wider variety of stationsbut on a wider variety of stations
Fragmented ratings
R di b d b “d ”Radio buys need to be “deeper”
CURRENCY CONVERSION
PPM Diary
1.41.0
1.2
0.81 01.0
0.6 0.8
0 60.60.4
0.4
0.20.2
0.0 0.0
PPM vs. DIARY CONVERSIONS
0 90
1.00
0.83
0.80
0.90
0.60
0.70
0.40
0.50
0.30
0.40
0.10
0.20
0.00ATL CHI DFW DET HOU LA RSB NY MSU NS PHI SF SJ WSH Average
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
Far less reliance on “super-heavy” diary p y ykeeper
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
Far less reliance on “super-heavy” diary p y ykeeper
Five times the current weekly sample size
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
Far less reliance on “super-heavy” diary p y ykeeper
Five times the current weekly sample size
More stable audience trends
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
Far less reliance on “super-heavy” diary p y ykeeper
Five times the current weekly sample size
More stable audience trends
PPM data allows for audience estimates of Children ages 6 to 11
STABLE AND COMPLETE DATA
P i t f t lPassive measurement of actual exposure, rather than recall
Only those with demonstratedOnly those with demonstrated compliance counted as in-tab
Far less reliance on “super-heavy” diary p y ykeeper
Five times the current weekly sample size
More stable audience trends
PPM data allows for audience estimates of Children ages 6 to 11
PPM data allows for audience estimates in ll h l h h ldcell phone-only households
COMMON QUESTIONS
D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
COMMON QUESTIONS
D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
What are your customers using radio expecting with the change to PPM? Areexpecting with the change to PPM? Are they engaged in the details?
COMMON QUESTIONS
D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
What are your customers using radio expecting with the change to PPM? Areexpecting with the change to PPM? Are they engaged in the details?
In your opinion, is radio becoming moreIn your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix?integrating radio into the media mix?
COMMON QUESTIONS
D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
What are your customers using radio expecting with the change to PPM? Areexpecting with the change to PPM? Are they engaged in the details?
In your opinion, is radio becoming moreIn your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix?integrating radio into the media mix?
How have your planners/buyers adjusted to the change in levels of frequency as we to t e c a ge e e s o eque cy as econvert to PPM from diary?
COMMON QUESTIONS
D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?
What are your customers using radio expecting with the change to PPM? Areexpecting with the change to PPM? Are they engaged in the details?
In your opinion, is radio becoming moreIn your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix?integrating radio into the media mix?
How have your planners/buyers adjusted to the change in levels of frequency as we to t e c a ge e e s o eque cy as econvert to PPM from diary?
With the shift in ratings, have buyers
COMMON QUESTIONS
Y h i d l t ith PPMYou have experienced a lot with PPM beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?)g y p
COMMON QUESTIONS
Y h i d l t ith PPMYou have experienced a lot with PPM beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?)g y p
With compression in the ratings, how can stations help sell the value of their
i (b id j k ?)stations (besides just a ranker?)
COMMON QUESTIONS
Y h i d l t ith PPMYou have experienced a lot with PPM beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?)g y p
With compression in the ratings, how can stations help sell the value of their
i (b id j k ?)stations (besides just a ranker?)
Since your agency has undergone multiple market conversions what hasmultiple market conversions, what has been the most challenging adjustment for you?
COMMON QUESTIONS
H l $ b t bHave more or less $ been spent by your customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?
COMMON QUESTIONS
H l $ b t bHave more or less $ been spent by your customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?
Is the shift to PPM good for radio in yourIs the shift to PPM good for radio in your opinion?
COMMON QUESTIONS
H l $ b t bHave more or less $ been spent by your customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?
Is the shift to PPM good for radio in yourIs the shift to PPM good for radio in your opinion?
What would happen if radio stayed withWhat would happen if radio stayed with diary methodology, in your opinion?
COMMON QUESTIONS
H l $ b t bHave more or less $ been spent by your customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?
Is the shift to PPM good for radio in yourIs the shift to PPM good for radio in your opinion?
What would happen if radio stayed withWhat would happen if radio stayed with diary methodology, in your opinion?
What are some highlights to what you've g g yseen regionally? Perhaps, what have you noticed in markets like Dallas/Houston vs LA, CHI or NY?s , C o N
BOTTOM LINE …
BOTTOM LINE …
PPM i d!PPM is good!
BOTTOM LINE …
PPM i d!PPM is good!
FOR ALL OF US
Thank You
101 © 2009 Arbitron Inc.