© 2002 arbitron inc. portable people meter new measurement challenges and issues arianne buckley...
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© 2002 Arbitron Inc.• portable people meter
New Measurement Challenges and Issues
Arianne BuckleyPPM Methods & Analysis8/3/2004
© 2003 Arbitron Inc.
• portable people meter
Agenda• PPM
»Overview»Results from the Philadelphia Market Trial»Future Plans»PPM Around the World
• Radio Diary’s Response to Current Radio Challenges
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Data users created the requirements:
•Single-source multimedia data
•Must measure digital, other hi-tech
•Must measure out-of-home media use
•Passive audience measurement
Measurement Challenges
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•Near-passive media measurement» Pager-like personal meter worn by panelists 6+
» Meter recognizes inaudible codes embedded into audio portion of media content
» Media codes inserted via encoder at media production facility at point of transmission
•Better information for advertisers, media industry» Multi-media meter estimation: radio, TV, Web stream
» Efficiency, reliability, precision to measure persons 6+
The PPM Response to 21st Century Media Challenges
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The PPM
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The PPM System
Encoder (1u size) Recharging Base Unit
Data CollectionBox
Portable PeopleMeter (PPM)
Encoder (1u size) Recharging Base Unit
Data CollectionBox
Portable PeopleMeter (PPM)
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Encoder
• Same size as laptop
• Installed by outlet engineers
• Works with analog and digital signals
• Installs just before point of transmission
• Continuously inserts code unique to outlet
• Monitoring system: local alarm for outlet
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•Pager size, appearance» Clips to belt or clothing
•Features» Motion detector
» Battery pack 27+ hours between recharge
» Headphone cap
•Function» Picks up & stores media codes
& motion data
» Sensitivity matches human hearing
» Always scanning for audio codes
Portable, Personal Meter
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Personal Docking Station
•Size and appearance
» Resembles cell phone charger
» LCD display for messages
» Plugs into standard household carrier current
•Features/functions
» Collects, stores daily media & motion data from the meter
» Sends data to home’s data collection unit
» Recharges meter battery
» Provides timely, individual, feedback/motivating messages to panelist
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Data Collection UnitOne per household
•Size and appearance» Similar to the docking station
» Plugs into electrical outlet
» Attaches to household phone line
» Set up like telephone answering machine
•Features/functions» Gathers data from each base
station through household current
» Early-morning data downloading to Arbitron
PPM Collector B 11-02PPM Collector B 11-02
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The PPM System in Action
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PPM Communications CampaignPPM Package Documents
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Y en Español
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Three simple rules
• Keep your meter with you
• Keep the green light on
• Recharge your meter at bedtime
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Philadelphia Market Trial
• Philadelphia DMA®
» 1,500 persons age 6+
» Panel from January 2002 to March 2003
» 90 outlets encoding– 49 radio stations
– 11 broadcast TV
– 30 cable TV
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Meter undocking and docking Meter undocking and docking times are logicaltimes are logical
7:127:12AMAM
11:1111:11PMPM
UndockUndock
DockDock
WeekdayWeekday WeekendWeekend
8:228:22AMAM
11:2511:25PMPM
2002, In-tab Persons 6+, Philadelphia DMA, Median Times
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Undocking and Motion Consistent over Time
April-December 2002 In-tab Persons 6+, Philadelphia DMA, Median Times
15:45 15:56 15:54 15:51 15:49 15:56 16:04 16:02 16:01
15:2015:10 15:19 15:16 15:13 15:13 15:22 15:25 15:24
April May June July Aug Sept Oct Nov Dec
Out of Dock Carried Time
(1,091) (1,099) (1,074)(1,124) (1,080) (1,146) (1,169) (1,189) (1,147)(in-tab)
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15:50 15:56
15:11 15:21
Females Males
Out of Dock Carried
Across Gender
Philadelphia DMA, 2002, In-tab Persons 12+, Median Times
(525)(525)(575)(575)Approx avg daily nApprox avg daily n
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14:0915:09
15:39 15:39 15:58 16:08 16:26 16:15
13:3514:13 14:32
15:0115:27 15:34 15:58 15:41
6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Out of Dock Carried
Across Age Groups
Philadelphia DMA, 2002, In-tab Persons 12+, Median Times
(75)(75) (90)(90) (130)(130) (200)(200) (225)(225) (150)(150)(80)(80)Approx avg daily nApprox avg daily n(170)(170)
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General Findings – Radio Usage
• Overall listening patterns similar for PPM and radio
diary
• PPM shows more weekend listening
• PPM shows more detail on listening
• Larger daily sample size of panel allows analyses not
possible with current diary measurement
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0
5
10
15
20
25
30
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
Diary PPM
Persons 12+ Listening Rating Mon-Fri
Weekdays – same overall pattern, PPM lower in mornings
Spring 2002 PPM vs. Spring 2002 Arbitron Diary, Philadelphia
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0
2
4
6
8
10
12
14
16
18
20
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
PPM Diary
Persons 12+ Listening Rating Sat-Sun
Weekends, same overall pattern, PPM higher through out day
Spring 2002 PPM vs. Spring 2002 Arbitron Diary, Philadelphia Metro
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Total DMA Radio Listening RatingsP12+, Mon-Sun 6AM-Mid (Excludes KYW-AM)
12.911.7 11.312.2 11.6 11.6
0
2
4
6
8
10
12
14
16
18
20
Spring 2002 Summer 2002 Fall 2002
PPM Diary
Spring, Summer & Fall 2002 PPM vs. Arbitron Diary, Philadelphia DMA
Winter ‘03DMAN/A
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3%
8%
13%12%
17%
14%
10%
6% 6%5%
3%
1%2%
1%
23%
27%
21%
14%
7%
4%
2%1% 1%
0% 0% 0% 0% 0%0%
5%
10%
15%
20%
25%
30%
1 2 3 4 5 6 7 8 9 10 11 12 13 14+
Number of Stations Cumed per Week
% P
an
elis
ts /
Dia
ryk
ee
pe
rs
PPM Diary
PPM Reports More Stations per Radio Listener
Jan/Feb 2003 PPM vs. Winter 2003 Weeks 1-8 Arbitron Diary, Mon-Sun 6AM-Mid, Philadelphia Metro
Avg. Stations per WeekDiary = 2.9PPM = 5.7
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:4511%
:3028%
:1513%
:0048%
Distribution of Episodes by Start Q-hr –Different Samples (Metro, Weighted)
Spring 2002 PPM Panel vs. Syndicated Diary Sample
Diary PPM
:0025%
:1524%
:3025%
:4526%
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PPM Provides Many New Insights on Radio Listening
• Events and promotions really work
• Not all days are created equal
• People turn to radio in times of need
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Events and Promotions Really Work
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1.2 1.21.1 1.1 1.1
0.7
1.4
1.2
1.0
1.2
1.61.6
0.9
1.5
1.11.11.0
1.1
0.5
1.01.1
1.31.2
0.0
0.5
1.0
1.5
2.0
2.5
3.0
5/1
5/2
5/3
5/4
5/5
5/6
5/7
5/8
5/9
5/10
5/11
5/12
5/13
5/14
5/15
5/16
5/17
5/18
5/19
5/20
5/21
5/22
5/23
5/24
5/25
5/26
5/27
5/28
5/29
5/30
5/31
AQ
H R
ati
ng
Average
Do Ticket Giveaways Really Work?WMMR-FM, Ticket Giveaways, May PPM, Mon-Fri 6AM-7PM, Persons 25-54
Stones/OzzfestGiveaway
Stones/OzzfestGiveaway
Stones FrontRow
Stones/OzzfestGiveaway
Who in Vegas
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Howard Stern and “Stuttering John”Listening Ratings, Mon-Fri 6AM-10AM, Men 18-49
4.0 4.0
4.6 4.54.2 4.1
4.74.4
4.1
5.7
4.8
3.94.2
1.9
2.6
3.2
3.8 3.9 4.0
3.3
2.72.9
4.14.3 4.4
4.84.5
4.94.7
0.0
1.0
2.0
3.0
4.0
5.0
6.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
WeekApril-October 2002
Week of 5/30-6/05. “Stuttering John” Boxing match
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Not All Days are Created Equal
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WIP-AM (Sports) After Football GamesListening Rating Comparison, M-F 6AM-10AM, M 25-54
1.8
1.2
2.4
2.1
1.7
1.2
1.7
2.12.0
1.2
1.9
1.6
2.1
1.61.5
0.0
0.5
1.0
1.5
2.0
2.5
3.0
9/3
0
10
/1
10
/2
10
/3
10
/4
10
/5
10
/6
10
/7
10
/8
10
/9
10
/10
10
/11
10
/12
10
/13
10
/14
10
/15
10
/16
10
/17
10
/18
2002 PPM, Philadelphia
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The Best of Stern (Encore Programs)Listening Ratings, Mon-Fri 6AM-10AM, Men 18-49
4.0 4.0
4.6 4.54.2 4.1
4.74.4
4.1
5.7
4.8
3.94.2
1.9
2.6
3.2
3.8 3.9 4.0
3.3
2.72.9
4.14.3 4.4
4.84.5
4.94.7
0.0
1.0
2.0
3.0
4.0
5.0
6.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
Week
April-October 2002
July 4 - July 20Stern on Vacation
August 23 -September 3Stern on Vacation
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People Turn to Radio in Times of Need
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The Impact of Snow on KYW-AM Morning DriveMon-Fri 6AM-10AM, Persons 25-54
1.71.8
1.6
1.8
1.4
1.71.71.7 1.7
2.22.2
0.1
1.0
2.22.1
1.7
2.5
1.8
2.2
1.6
2.12.12.1
1.81.7
1.9
1.4
1.7
0.0
0.5
1.0
1.5
2.0
2.5
3.0
11/13/02
11/15/02
11/17/02
11/19/02
11/21/02
11/23/02
11/25/02
11/27/02
11/29/02
12/1/02
12/3/02
12/5/02
12/7/02
12/9/02
12/11/02
12/13/02
12/15/02
12/17/02
12/19/02
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Sharing Listeners with CNNPrewar vs. During War
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
WP
TP
-FM
WB
EB
-FM
WS
NI-F
M
WP
EN
-AM
WY
SP
-FM
WM
MR
-FM
KY
W-A
M
WIP
-AM
WP
LY
-FM
WM
GK
-FM
WX
TU
-FM
WM
WX
-FM
WJ
JZ
-FM
WO
GL
-FM
WIO
Q-F
M
WP
HI-F
M
WP
HT
-AM
WD
AS
-FM
WU
SL
-FM
Prewar During War
Persons 12+, Metro Geography Mon-Sun 6AM-Mid, Prewar Dates 3/03-3/12, War Dates 3/17-3/26
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TV Comparisons
• PPM data compared to Nielsen’s Meter-Diary data
• Current TV service for the local markets in the United States is Nielsen’s Meter-Diary service
• Meter-Diary integrates 2 samples» Set-top meters only provide TV tuning information» Diaries which provide persons viewing information
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Headlines – TV Ratings
• Overall, PPM consistently shows higher listening
ratings than meter-diary
• Men show larger gains with PPM than women
• Younger demos produce the highest ratings
differences (gains), particularly under age 35
• Cable and newer broadcast networks gain most
audience with PPM
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TV Listening Persons RatingPersons 6+, Mon-Sun 6AM-Mid
28.0 27.3 25.728.2 29.2
18.3 18.2 16.4 17.6 19.0
0
5
10
15
20
25
30
35
40
45
March May July October November
PPM Meter-Diary
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Men Show Larger GainListening ratings, Mon-Sun, 6A-Mid
23.1
17.9
32.4
28.2
0 5 10 15 20 25 30 35
Women 18+
Men 18+
PPM
Meter-Diary
Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA
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Largest PPM Gains for Young ViewersListening Ratings by Age Demo, Mon-Sun, 6A-Mid
Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA, Persons 6+
28.9
19.3
14.0
11.6
12.5
36.7
28.6
26.3
23.0
25.3
0 5 10 15 20 25 30 35 40
55+
35-54
18-34
12-17
6-11
PPM
Meter-Diary
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12.6
7.1
9.69.5
4.7 4.9
-1.0
1.0
3.0
5.0
7.0
9.0
11.0
13.0
15.0
"Big Three"Networks
Newer B'cast Cable
PPM Meter-Diary
Higher PPM Listening Ratings Driven by Newer B’cast and Cable NetworksP6+, Mon-Sun, 6A-Mid
Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA
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Next steps for PPM: The Houston Ratings Test
• Follow-up to Philadelphia ratings test
• Includes Radio, Cable and B’cast TV
• Larger sample overall (2,100 P6+)
• Large Hispanic and black samples
• Allows confirmation of new methods
• Allows confirmation of Philly results
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New Methods and Features
• “Hybrid” approach to sampling and recruitment methods» Combines telephone & in-person recruitment
• SAP and back-up encoders
• Report time-shifted viewing (DVR/VCR)
• Identify out-of-home viewing
• Pilot test retail audio encoding
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PPM Around the World Canada
Belgium
Norway
France
Portugal
England
Brazil
Mexico
Colombia
Chile
Australia
Russia
Netherlands
Singapore
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Summary - Advantages of the PPM System
• Personal and portable » to capture ubiquitous media/marketing exposures
• Automatic detection of media» objective, consistent record of exposures
• Audio technology is flexible and “future-proof”» Analog and digital, multi pathways, no “technically infeasible” sets
• Daily Proof of Cooperation» motion data
• Single-source radio and TV, panel-based » continuous basis for media decision-making
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Radio Diary’s Response to Current Radio Challenges
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Methodology Updates
• E-diary
• Ethnicity and language updates
• Sample frame and cooperation
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E-Diary
• Allows respondents to complete their diaries online
• Positive aspects» It was online and I could do it easily on my own time”» “Unlike the paper-based diary, it can’tget lost in my pile of papers”
• Challenges» Obtaining email addresses» Communicating with certain demographics by email
• Future studies allows respondents to choose method
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Ethnicity and Language Updates
• Ethnicity and race will be collected at the person
level (Currently they are collected at the
household level.)
• Data will be weighted by language use for
Hispanics (Spanish vs. English)
• Developing the Chinese language for a special
project
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Sample Frame & Cooperation Issues
• Cell phone only households
• Do not call lists
• Non-response households
• Males 18-24 years old
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Thank You!Questions or comments?