© 2002 Arbitron Inc. portable people meter New Measurement Challenges and Issues Arianne Buckley PPM Methods & Analysis 8/3/2004

© 2003 Arbitron Inc. portable people meter Agenda PPM »Overview »Results from the Philadelphia Market Trial »Future Plans »PPM Around the World Radio Diarys Response to Current Radio Challenges

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter 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 21 st Century Media Challenges

© 2003 Arbitron Inc. portable people meter The PPM

© 2003 Arbitron Inc. portable people meter The PPM System Encoder (1u size) Recharging Base Unit Data Collection Box Portable People Meter (PPM) Encoder (1u size) Recharging Base Unit Data Collection Box Portable People Meter (PPM)

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people 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 homes data collection unit »Recharges meter battery »Provides timely, individual, feedback/motivating messages to panelist

© 2003 Arbitron Inc. portable people meter Data Collection Unit One 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

© 2003 Arbitron Inc. portable people meter The PPM System in Action

© 2003 Arbitron Inc. portable people meter PPM Communications Campaign PPM Package Documents

© 2003 Arbitron Inc. portable people meter Y en Español

© 2003 Arbitron Inc. portable people meter Three simple rules Keep your meter with you Keep the green light on Recharge your meter at bedtime

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Meter undocking and docking times are logical 7:12 AM 11:11 PM Undock DockWeekdayWeekend 8:22 AM 11:25 PM 2002, In-tab Persons 6+, Philadelphia DMA, Median Times

© 2003 Arbitron Inc. portable people meter Undocking and Motion Consistent over Time April-December 2002 In-tab Persons 6+, Philadelphia DMA, Median Times (1,091) (1,099) (1,074) (1,124) (1,080) (1,146) (1,169) (1,189) (1,147) (in-tab)

© 2003 Arbitron Inc. portable people meter Across Gender Philadelphia DMA, 2002, In-tab Persons 12+, Median Times (525) (575) Approx avg daily n

© 2003 Arbitron Inc. portable people meter Across Age Groups Philadelphia DMA, 2002, In-tab Persons 12+, Median Times (75)(90)(130)(200) (225) (150) (80) Approx avg daily n (170)

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Persons 12+ Listening Rating Mon-Fri Weekdays – same overall pattern, PPM lower in mornings Spring 2002 PPM vs. Spring 2002 Arbitron Diary, Philadelphia

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Total DMA Radio Listening Ratings P12+, Mon-Sun 6AM-Mid (Excludes KYW-AM) Spring, Summer & Fall 2002 PPM vs. Arbitron Diary, Philadelphia DMA Winter 03 DMA N/A

© 2003 Arbitron Inc. portable people meter 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 Week Diary = 2.9 PPM = 5.7

© 2003 Arbitron Inc. portable people meter Distribution of Episodes by Start Q-hr – Different Samples (Metro, Weighted) Spring 2002 PPM Panel vs. Syndicated Diary Sample Diary PPM

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Events and Promotions Really Work

© 2003 Arbitron Inc. portable people meter Average Do Ticket Giveaways Really Work? WMMR-FM, Ticket Giveaways, May PPM, Mon-Fri 6AM-7PM, Persons Stones/Ozzfest Giveaway Stones/Ozzfest Giveaway Stones Front Row Stones/Ozzfest Giveaway Who in Vegas

© 2003 Arbitron Inc. portable people meter Howard Stern and Stuttering John Listening Ratings, Mon-Fri 6AM-10AM, Men April-October 2002 Week of 5/30-6/05. Stuttering John Boxing match

© 2003 Arbitron Inc. portable people meter Not All Days are Created Equal

© 2003 Arbitron Inc. portable people meter WIP-AM (Sports) After Football Games Listening Rating Comparison, M-F 6AM-10AM, M PPM, Philadelphia

© 2003 Arbitron Inc. portable people meter The Best of Stern (Encore Programs) Listening Ratings, Mon-Fri 6AM-10AM, Men April-October 2002 July 4 - July 20 Stern on Vacation August 23 - September 3 Stern on Vacation

© 2003 Arbitron Inc. portable people meter People Turn to Radio in Times of Need

© 2003 Arbitron Inc. portable people meter The Impact of Snow on KYW-AM Morning Drive Mon-Fri 6AM-10AM, Persons 25-54

© 2003 Arbitron Inc. portable people meter Sharing Listeners with CNN Prewar vs. During War Persons 12+, Metro Geography Mon-Sun 6AM-Mid, Prewar Dates 3/03-3/12, War Dates 3/17-3/26

© 2003 Arbitron Inc. portable people meter TV Comparisons PPM data compared to Nielsens Meter- Diary data Current TV service for the local markets in the United States is Nielsens Meter-Diary service Meter-Diary integrates 2 samples »Set-top meters only provide TV tuning information »Diaries which provide persons viewing information

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter TV Listening Persons Rating Persons 6+, Mon-Sun 6AM-Mid

© 2003 Arbitron Inc. portable people meter Men Show Larger Gain Listening ratings, Mon-Sun, 6A-Mid Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA

© 2003 Arbitron Inc. portable people meter Largest PPM Gains for Young Viewers Listening Ratings by Age Demo, Mon-Sun, 6A-Mid Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA, Persons 6+

© 2003 Arbitron Inc. portable people meter Higher PPM Listening Ratings Driven by Newer Bcast and Cable Networks P6+, Mon-Sun, 6A-Mid Nov PPM vs. Nov NMR Meter-Diary, Philadelphia DMA

© 2003 Arbitron Inc. portable people meter Next steps for PPM: The Houston Ratings Test Follow-up to Philadelphia ratings test Includes Radio, Cable and Bcast TV Larger sample overall (2,100 P6+) Large Hispanic and black samples Allows confirmation of new methods Allows confirmation of Philly results

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter PPM Around the World Canada Belgium Norway France Portugal England Brazil Mexico Colombia Chile Australia Russia Netherlands Singapore

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Radio Diarys Response to Current Radio Challenges

© 2003 Arbitron Inc. portable people meter Methodology Updates E-diary Ethnicity and language updates Sample frame and cooperation

© 2003 Arbitron Inc. portable people meter 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 cantget lost in my pile of papers Challenges »Obtaining addresses »Communicating with certain demographics by Future studies allows respondents to choose method

© 2003 Arbitron Inc. portable people meter 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

© 2003 Arbitron Inc. portable people meter Sample Frame & Cooperation Issues Cell phone only households Do not call lists Non-response households Males years old

© 2003 Arbitron Inc. portable people meter Thank You! Questions or comments?