1. CONNECT. ENGAGE. DELIVER. PPM Symposium January 29, 2009 It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. – Charles Darwin

2. CONNECT. ENGAGE. DELIVER. Agenda PPM & Diary Why PPM audience measurement is different Advantages of PPM Know your audience Loyalty Tuning profiles

3. CONNECT. ENGAGE. DELIVER. Living with 2 methodologies PPM Measures actual exposures –Participants behaviour –Audience evolution over time Diary Respondents record listening habits over one week –Based on recall –Audience evolution is based on an algorithmic model

4. CONNECT. ENGAGE. DELIVER. Challenges Fear of the unknown –Resisting change/Diary comparison/conversion Dealing with 2 measurement systems –Differentiate between Diary & PPM –Protecting Diary methodology/markets

5. CONNECT. ENGAGE. DELIVER. Diary methodology still relevant Recall surveys continue to be employed by print media –NADbank and PMB surveys BBM Diary measurement reflects listening trends in market that are confirmed by PPM

6. CONNECT. ENGAGE. DELIVER. Station ranking Share of hours tuned BBM S4 2008 DiaryPPMDiaryPPM 1111 2222 3333 4444 Franco Adults 25-54Franco Female 25-54

7. CONNECT. ENGAGE. DELIVER. The transition to PPM Cannot apply a common factor to convert Diary GRP to PPM –Campaign performance is dependent on Market Timing Target audience Station selection Spot distribution –OTO we suggest running the same campaign on S4 Diary and S4 PPM software for perspective

8. CONNECT. ENGAGE. DELIVER. Why is there a difference? 5 stations, 300 GRP weekly A25-54 – Montréal Franco MethodologyWk 1Wk 2Wk 3 GRPDiary285620896 PPM224414600 ReachDiary56%62%64% PPM57%69%75% FreqDiary51014 PPM468

9. CONNECT. ENGAGE. DELIVER. The PPM difference PPM accounts for all radio exposures over time –Loyal / occasional / infrequent listeners –1 minute counts Radio tuning hasn’t changed the methodology has Radio is a lifestyle medium - listeners remain loyal to station formats that define their taste

10. CONNECT. ENGAGE. DELIVER. Advantages More specific data means more strategic planning RMB advertiser surveys indicate top challenges executing media plans Measuring the success of a campaign Lack of innovative offerings from media suppliers Accountability of the media Need to look forward rather than backwards

11. CONNECT. ENGAGE. DELIVER. Advantages The opportunity to measure audience anytime/anywhere The right person at the right time? –Think about target audience lifestyle –Move away from commoditization Continuous, current measurement –The effects of events, holidays, programming, format changes, new stations

12. CONNECT. ENGAGE. DELIVER. Radio exposure over time Home Work Car Listener Friend’s car Colleague’s office Friends house Coffee shop Health club Dentist Retailer family Doctor Restaurant Daily routine Grocery store Salon/ spa Relative house

13. CONNECT. ENGAGE. DELIVER. Cumulative reach accounts for all exposures Source: BBM PPM 10,080 minutes 80,640 minutes

14. CONNECT. ENGAGE. DELIVER. Exposure is good Are some exposures better than others? –Loyal vs. occasional vs. infrequent listeners We can’t measure engagement / attentiveness We can determine who is our target audience

15. CONNECT. ENGAGE. DELIVER. Know your audience Increase odds for exposure / awareness against your target via station selection Ranking Environment Experience The more well defined your target is the better job you can do

16. CONNECT. ENGAGE. DELIVER. Know your audience Montreal Franco, Share of minutes by stations PPM S4 Adults 25-54 –Diverse tastes –Fragmented share Women 25-54

17. CONNECT. ENGAGE. DELIVER. Defining loyalists If loyal + occasional + infrequent = 52% R / 7.6 F Then loyal + occasional + infrequent = 52% R / 7.6 F

18. CONNECT. ENGAGE. DELIVER. What determines loyalty? A look at audience delivery based on time spent listening (terciles) –Heavy –Medium –Light

19. CONNECT. ENGAGE. DELIVER. F25-54 Franco 30 spots on top ranked station 1 week TercileReach #Reach %Freq Total126,00019.0%2.4 Light4,0001.1 Medium25,0001.2 Heavy97,00014.6%2.8 Source: BBM PPM 2008 S4 M-Su 2a-2am / InfoSys

20. CONNECT. ENGAGE. DELIVER. F25-54 Franco 60 spots on top ranked station 2 weeks TercileReach #Reach %Freq Total190,00035.0%3.5 Light8,0001.3 Medium40,0001.3 Heavy143,00021.6%4.2 Source: BBM PPM 2008 S4 M-Su 2a-2am / InfoSys

21. CONNECT. ENGAGE. DELIVER. F25-54 Franco 120 spots on top ranked station 4 weeks TercileReach #Reach %Freq Total258,00042.6%5.2 Light14,0001.3 Medium67,0001.4 Heavy177,00026.7%6.9 Source: BBM PPM 2008 S4 M-Su 2a-2am / InfoSys

22. CONNECT. ENGAGE. DELIVER. F25-54 Franco 240 spots on top ranked stations 8 weeks TercileReach #Reach %Freq Total336,00052.4%7.6 Light22,0001.3 Medium104,0001.6 Heavy209,00031.5%11.3 Source: BBM PPM 2008 S4 M-Su 2a-2am / InfoSys

23. CONNECT. ENGAGE. DELIVER. Tuning profiles Lifestyles dictate tuning habits Minute to minute tracking provides insight to daily tuning habits by station Fine tune –Station selection –Daypart mix –Programming

24. CONNECT. ENGAGE. DELIVER. Average minute audience by station W25-54 Franco M-Fr 5a-12p Source: BBM PPM last 13 weeks

25. CONNECT. ENGAGE. DELIVER. Average minute audience by station M25-54 Franco M-Fr 5a-12p Source: BBM PPM last 13 weeks

26. CONNECT. ENGAGE. DELIVER. Average minute audience Franco M-Fr 5a-12p, #1 rank share of time Source: BBM PPM last 13 weeks

27. CONNECT. ENGAGE. DELIVER. Daypart tuning Monday-Friday AMA, A25-54 Montréal Franco, M-Fr 5a-12a Primetime? Source: BBM PPM S4, Infosys MorningDayDrive

28. CONNECT. ENGAGE. DELIVER. In home vs. out of home tuning AMA, A 25-54 Montréal Franco, M-Fr 5a-12a Source: BBM PPM S4, Infosys MorningDayDrive

29. CONNECT. ENGAGE. DELIVER. Daypart tuning Monday-Friday AMA, A18+ MOPE Montréal Franco, M-Fr 5a-12a Primetime? Source: BBM PPM S4, Infosys MorningDayDrive

30. CONNECT. ENGAGE. DELIVER. In home vs. out of home tuning AMA, MOPE 18+ Montréal Franco, M-Fr 5a-12a Source: BBM PPM S4, Infosys MorningDayDrive

31. CONNECT. ENGAGE. DELIVER. How events affect audience Continuous measurement allows you to track audience during holidays and long weekends

32. CONNECT. ENGAGE. DELIVER. Daily minutes Thursday-Monday A18-49 Franco Source: BBM PPM S4, InfoSys

33. CONNECT. ENGAGE. DELIVER. How programming affects audience The ability to track audience by: –Program / feature –On-air personalities –Artist / song –Commercial cluster

34. CONNECT. ENGAGE. DELIVER. AMA 7pm-10:30pm Sports station A18+ Francophone Montreal Source: BBM PPM S4, InfoSys What caused the peak?

35. CONNECT. ENGAGE. DELIVER. AMA 7pm-10:30pm Sports station A18+ Franco Source: BBM PPM S4, InfoSys Sabres Leafs Bruins Coyotes Montreal Canadians games

36. CONNECT. ENGAGE. DELIVER. Listening during commercial breaks Nov.1–Dec.31, 2005 All Encoded Houston Stations, Persons 6+, 93,876 Pods Analyzed 92% of lead-in audience is retained during commercial breaks

37. CONNECT. ENGAGE. DELIVER. Summary PPM reports continuous minute to minute audience tracking over time Further demonstrates the advantages of radio as a medium –Reach anywhere, anytime –Targeting via format, lifestyle Benefits planners, buyers, sellers, programmers Utilize the data and the medium to it’s fullest potential