© 2002 arbitron inc. portable people meter new measurement challenges and issues arianne buckley...

© 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



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



•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



The PPM



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)



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



•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



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



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



The PPM System in Action



PPM Communications CampaignPPM Package Documents



Y en Español



Three simple rules

• Keep your meter with you

• Keep the green light on

• Recharge your meter at bedtime



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



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



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)



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



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)



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



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



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



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



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



: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%



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



Events and Promotions Really Work



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 FrontRow


Who in Vegas



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



Not All Days are Created Equal



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



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



People Turn to Radio in Times of Need



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



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



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



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



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



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



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



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



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



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



PPM Around the World Canada

Belgium

Norway

France

Portugal

England

Brazil

Mexico

Colombia

Chile

Australia

Russia

Netherlands

Singapore



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



Radio Diary’s Response to Current Radio Challenges



Methodology Updates

• E-diary

• Ethnicity and language updates

• Sample frame and cooperation



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



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



Sample Frame & Cooperation Issues

• Cell phone only households

• Do not call lists

• Non-response households

• Males 18-24 years old



Thank You!Questions or comments?

© 2002 arbitron inc. portable people meter new measurement challenges and issues arianne buckley...

Documents

arbitron slide

personal meter slide

meter undocking

philadelphia slide

arbitron diary

tab slide

panelist slide

bedtime slide