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? n Easier for consumers n A more passive method n Measures out-of-home n Tracks people across media n Can measure Internet, digital, other new media

Key PPM Features n Pager size, portable meter n Reliable audio encoding n Detects TV, cable, radio n Patented compliance system n Overnight data collection

The PPM Equipment Audio Encoder Personal Portable Meter (PPM) Recharging Unit Data Collection Hub Unit

Extensive Prior Research n Over 25 studies since 1992 n On-air encoding tests n Rigorous decoding tests n Human audibility tests n Panel compliance tests

The U.K. Pilot Test n 9 weeks, Fall 1998 n Examined entire system n Live on-air encoding n Included radio, TV, cable n 50 consumers age 15+

Major Research Questions n Will broadcasters encode? n Will the encoders perform? n Will the meters perform? n Will panelists comply?

Broadcasters Cooperated n Management briefing n Engineering review n Engineering tests n Encoders installed

Participating Broadcasters Radio Key 103 Piccadilly 1152 Galaxy 102 Classic FM Jazz FM100.4 Atlantic 252 Talk Radio UK BBC GMR Radio City 96.7 Television BBC1 BBC2 Granada (ITV) Channel 4 Cable Carlton Food Network

Encoders and meters functioned as planned Encoders n Produced continuous, inaudible station codes Meters n Detected and identified all encoded stations

A View from the BBC

Panel Cooperation and Compliance

The Sample n 23 households installed n 50 persons age 15+ n A diverse study group

Installation and Retention Households n 23 of 24 recruited, installed n No installed homes quit

Installation and Retention People n 50 of 50 stayed 8 weeks n 48 stayed for entire study

Three Simple Rules n Keep your meter with you n Keep the green light on n Recharge your meter at bedtime

The meters were “undocked” nearly all day 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0: Median Undock Time Median Dock Time Week of Panel Median Time of Day

Median Hours Per Day Undocked Carried Panelists wore their meters over 14 hours per day

Median Hours Per Day UndockedCarried Compliance levels remained high throughout the test Week of Panel

Males Females Median Hours Per Day UndockedCarried Men and women complied equally well

Compliance Summary n Logical docking and undocking times n Meters worn or carried nearly all day n Compliance good across time, sample types

Tracking Media Exposure

A day in the life of a PPM

Conclusions n Broadcasters cooperated n The encoders worked n The meters worked n Panelists complied In short... it works!

The UK 300 Test Panel n Expanded test began 7/99 n 300 people age 6+ n TV, radio, cable, satellite n First-time audience data n Internal report early 2000

What’s next? n US demo market in 2000 n TV, cable, radio n persons 6+ n Multimedia reports Stay tuned!

Summary n A challenging media future n New methods needed n Portable meters make sense n PPM has great potential

Thank You! Questions or Comments?