Portland Breakfast

Welcome to the Portland
Area Radio Council (PARC)
Portable People Meter
Seminar
Melissa Kunde
PARC, Executive Director

1 © 2009 Arbitron Inc.

Performance of the October
2009 Pre-Currency Data

Michael Nelson
Account Manager, Radio Station Services
Jenny Tsao
y
PPM Implementation Market Manager


Findings
g
 The Portland sample for October is representative of all demos, ethnicities,
counties and language preferences.
g g p
 Compliance is similar to all other PPM markets.
» On average 75% of panelists are carrying their meters for roughly 15 hours per
day.
 Cume audiences on the weekly and daily levels are higher than what has
been seen in the diary.
 Radio’s qualitative audience has changed.
» I
Income is no l
i longer a major f t i li t i l
j factor in listening levels
l
» Employment and out-of-home listening continues to drive ratings
 PPM listening levels compared to diary are similar to 15 other PPM
commercialized markets.
markets
» Many different formats are found in top rank positions
 Ratings are more compressed among the top stations than in the diary
service.
 Granular data continues to provide insight into how consumers use radio.

PPM ratings are based on audience estimates and are the opinion of
Arbitron and should not be relied on for precise accuracy or precise
representativeness of a demographic or radio market.

Portland PPM Scheduled
Commercialization Plan
Summer 2009 Diary Book Releases
Oct 09
11/6: Oct PPM Pre-Currency Survey Releases

Summer 2009 Diary Book Still Currency
Nov 09
12/4: Nov
12/4 N PPM P C
Pre-Currency D t R l
Data Release

Summer Diary Book No Longer Currency
Dec
D 09
12/31: Dec PPM Pre-Currency Data Release

• PPM measurement in Portland began on Thursday, September 17th
• Only one currency in use at a time
• Full three month value of Summer 09 Diary book
• Two months of PPM pre-currency data prior to Currency


Portland Converts to Currency
y
 PPM data will be the ONLY
form of currency scheduled
f f
to begin December 31

 Arbitron’s license
agreements prohibit the use
of DIARY data for any
transactional purpose after a
market’s official conversion
to PPM currency


Sample
p
Portland PPM October 2009


Portland Metro Sample
p
October 2009

Total Persons in Monthly Sample

Monthly Installed Persons 1,399

Monthly In-tab Persons 1,316

Monthly In-tab Rate 94.1%

Total Persons in Daily Sample

Panel Target Size 889

Avg Daily In-tab Persons 908

Avg Daily In-tab Rate
g a y tab ate 72.7%
%

Compliance-Capable* 1,158

Compliance Rate** 78.4%

Installed Cell-Phone-Only Persons 88

Avg. Cell-Phone-Only In-Tab Persons 24

*Compliance-Capable Persons excludes panelists who are known to be away from home and panelists
who experienced technical issues that prevented them from achieving in-tab.
**Compliancerate is calculated as follows: Daily In-Tab Persons/Compliance-Capable Persons

Sample Performance
p
by Age Cell
October 2009
160
140
140
121 119
120

100 87 87 89
85
80 71

60

40

20

0
6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+

*Designated Delivery Index: DDI = (actual/target)*100


In-Tab Size
Demo and Race/Ethnicity
Portland
Unique
Avg. Daily Avg. Daily
October 2009 In-tab Target In-tab Actual
g
DDI* Monthly In-
Tab
P6+ 889 908 102 1,316

P18+ 733 775 106 1,079
1 079

P18-54 502 475 95 706

P25 54
P25-54 418 415 99 590

Black 6+ 29 37 131 51

Hispanic 6+
6 102 107 104 165

Other 6+ 758 763 101 1,110



In-Tab Size
18-34 DDI Performance
Portland
Avg. Daily Unique
Avg. Daily
October 2009 In-tab
In-tab
In tab Actual
DDI* Monthly In-
y
Target Tab

Persons 18-34 218 177 81 301

Men 18-34 113 85 75 145

Women 18-34 106 92 87 156

Black 18-34 7 5 65 7

Hispanic 18-34 44 34 79 55

Other 18-34 167 137 82 239


In-Tab Size
25-54 Race/Ethnicity
Portland
Unique
Avg.
Avg Daily Avg.
Avg Daily
October
O t b 2009 In-tab Target In-tab Actual
DDI* Monthly In-
Tab
Persons 25-54 418 415 99 590

Men 25-54 213 200 94 282

Women 25 54
25-54 205 215 105 308

Black 25-54 13 16 121 22

Hispanic 25-54
Hi i 25 54 49 60 121 86

Other 25-54 356 339 95 482



Portland Metro & DMA


Compliance and Carry Times



Median Undock/Dock Times
October 2009 Weekdays
Female 6+ Male 6+

Undock
Time
7:26
7 26 AM 7:18 AM

10:58 PM 10:57 PM

Dock Time

Portland Metro, In-Tab Persons 6+, October 2009


Hispanic 6
Hi i 6+ Black 6+
Bl k 6 Other 6
Oth 6+

Undock
Time
7:13 AM 6:59 AM 7:26 AM

10:42 PM 11:11 PM 10:59 PM

Dock Time



06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Undock
Time

7:33 AM 7:12 AM 7:33 AM 7:18 AM 7:09 AM 7:07 AM 7:33 AM
8:27 AM

9:32 PM
10:24 PM
11:36 PM 11:04 PM 11:03 PM 11:01 PM 11:05 PM 11:01 PM

Dock Time


October 2009 Weekends

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Undock
Time

8:20 AM 7:48 AM
8:54 AM 8:55 AM 8:35 AM
9:14 AM 9:41 AM
9:58 AM

10:00 PM
10:42 PM 11:15 PM 11:11 PM 11:06 PM 11:12 PM 11:02 PM
12:20 AM

Dock Time


Median Times by Gender
y
Out-of-Dock and Carry Times

15:41 15:54

14:32 14:59

Women Men
Out-of-Dock Time Carry Time
y

Portland Metro, In-Tab Persons 6+, October 2009, Week-day

Median Times by Race/Ethnicity
y y

16:16 15:48
15:33

15:20
14:30 14:47

Hispanic 6+ Black 6+ Other 6+

Portland Metro, In-Tab Persons 6+, October 2009, Weekday

Median Times by Age
y g

15:38 15:43 15:46 15:56 15:59 15:58 15:46

13:58
15:06 15:14 15:12 15:03
14:29
13:59
13:30
12:53

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+

20 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Week-day

Preview of Portland Data


Cume Estimates


PPM Weekday Cume Rating
y g
Mon-Fri 6a-12m

100 94.9 94.6 94.3 94.1
93.2 92.3 90.9
90 86.7

80

70

60

50

40

30

20

10

0
Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+

Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009

PPM Weekend Cume Rating
g
Sat-Sun 6a-12m

100

90
81.4 81.2
81 2
77.2 79.3
79 3
80 76.7 74.8
68.7 67.8
70

60

50

40

30

20

10

0
Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+

Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009

Average Number Of Stations
PPM Diary

3.9 4.0
3.8

2.4 2.4 2.4

P12+ Hispanic 12+ Other 12+

PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.
, , , ,
Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+
Note: Same stations are being used for comparison from Diary to PPM

Number Of Listening Occasions
g

PPM Diary

21.4
19.1 18.8

12.4
12 4 12.4
12 4 12.4
12 4

P12+ Hispanic 12+ Other 12+

PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.
Diary, P tl d M t S
Di Portland Metro, Summer 2009 M S 6AM MID P
2009, Mon-Sun 6AM-MID, Persons 12 12+


Average Time Spent Per Tune-in
g p

PPM
Diary

1:41

1:14 1:11
1 11
0:36 0:33 0:36

Total 12+ Hispanic 12+ Other 12+

PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12 vs.
PPM P tl d M t O t b 2009 M S 6AM MID P 12+

Avg Weekly Cume Comparison
Portland October 2009 PPM PPM Cume Diary Cume

800,000
In th Di
I the Diary service,
i
Six stations exceed 400,000 no Portland radio
Cume Persons in PPM stations exceeded
300,000 Weekly
600,000 Cume, b
C based on an
d
average of the past
four diary surveys –
Fa08-Su09
Cum e

400,000

200,000

0

PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.

PPM Vs. Diary Hour-by-Hour
y y
Cume Rating Comparison
October
O t b 2009
60.0

PPM Diary
50.0
50 0

40.0

30.0

20.0

10.0

0.0
00
6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P

Monday - Friday Saturday - Sunday


Rating Comparisons
g p


PPM Conversion Grids
Example

Initial Portland OR Conversion Rate
Portland,

•Persons 12+ = .86

•Persons 18-34 = .72

•Persons 25-54 = .87


y y
Persons 12+ AQH Rating Comparison

18.0

16.0
PPM Diary

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0
6A

8A

10A

12P

2P

4P

6P

8P

10P

6A

8A

10A

12P

2P

4P

6P

8P

10P


y y
Persons 25-54 AQH Rating Comparison
20.0
20 0

18.0 PPM Diary
16.0

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0
6A

8A

10A

12P

2P

4P

6P

8P

10P

6A

8A

10A

12P

2P

4P

6P

8P

10P
1

1

1

1

1

1

PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 25-54 vs.
Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 25-54

PPM Vs. Diary
y
AQH Ratings By Daypart, P12+

16 15.1 PPM
14
13.9 13.6 Diary
y
12 12.1
12 11.2

10

8
7.7
7.1

6
4.9
4.3
4

2

0
Morning Drive Midday Afternoon Drive Nights Weekends

Portland AQH Ratings, October 2009 vs. Summer 2009, P12+ Market totals


35
AQ H Rating
M
o-

0
2
4
6
8
10
12
14
16
18
20
22
Fr
6 A-
M 7A
o-
Fr
7 A-

© 2009 Arbitron Inc.
M 8A
o-
Fr
8
M A-
9A
o-
Fr
9
M A-
10
o- A
Fr
1
Persons 18-34

0A
M -1
o- 1A
Fr
1 1A
M -1
Monday-Friday 6AM-MID

o- 2P
g y

Fr
1 2P
M -1
o- P
Fr
1

Portland October 2009 PPM, Mon-Fri 6AM-MID
P-
M 2P
o-
Fr
2
Persons 18-49

P-
M 3P
o-
Fr
3
Listening By Demo

P-
M 4P
o-
Fr
4 P-
M 5P
o-
Fr
5 P-
M 6P
o-
Fr
6
Persons 25-54

P-
M 7P
o-
Fr
7 P-
M 8P
o-
Fr
8
M P-
9P
o-
Fr
9
M P-
10
o- P
Fr
1 0P
M
Persons 35-54

-1
o- 1P
Fr
1 1P
-1
2A

36
A Q H R a tin g
Sa
-S

0
2
4
6
8
10
12
14
16
18
20
u
6A 22
Sa - 7A
-S
u
7A
Sa -

-S 8A
u
Sa 8A
-S - 9A
u
Sa 9A
-S - 10
u A
Sat-Sun 6AM-MID

10
Sa A -1
-S
u 1A
11
Persons 18-34

Sa A -1
-S 2P
u
12
P
g y

Sa -1
-S P
u
1P
Sa - 2P
-S
u
2P
-

Portland October 2009 PPM, Sat-Sun 6AM-MID,
Sa 3P
-S
u
3P
Sa -
Persons 18-49

-S 4P
u
4P
Listening By Demo

Sa - 5P
-S
u
5P
Sa - 6P
-S
u
6P
Sa - 7P
-S
u
7P
Sa - 8P
-S
u
Persons 25-54

8P
Sa
-S - 9P
u
Sa 9P
-S - 10
u P
10
Sa P -1
-S 1P
u
11
P -1
2A
Persons 35-54

Ratings by Employment Status
g y p y
Persons 25-54

20.0

18.0

16.0

14.0

12.0

10.0

8.0

6.0

4.0
25-54 em ployed 25-54 not employed
2.0

0.0
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P

PPM, Portland, October 2009, Mon-Fri 6a-12m Persons 25-54 full-time/part-time vs. not employed, AQH Rating


Ratings by In/Out of Home
g y
Listening
Persons 25-54
180,000

160,000

140,000

120,000

100,000
Out of Home
In Home
80,000

60,000

40,000

20,000

0
Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr
6A-7A 7A-8A 8A-9A 9A- 10A- 11A- 12P- 1P-2P 2P-3P 3P-4P 4P-5P 5P-6P 6P-7P 7P-8P 8P-9P 9P- 10P- 11P-
10A 11A 12P 1P 10P 11P 12A

38 © 2009 Arbitron Inc. Source: Portland Metro, PPM, P25-54, October 2009, AQH

Listening Levels by Income Level
g y

PPM Diary
14.0
12.5
12.0 10.9
10.1 10.5
10 5
9.7 9.7
10.0 9
8.5
8.0

6.0

4.0
40

2.0

0.0
$75K + $50K-$75K $25K-$50K <$25K

PPM, P tl d PPM O t b 2009 Mon-Sun 6AM MID P
PPM Portland PPM, October 2009, M S 6AM-MID, Persons 18+ vs.
Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 18+, AQH Rating


PPM Ratings Are More
Compressed
Difference in AQH rating points between the number 1 station
Q gp
and the number 10 station

Portland Portland Portland Portland
18-34 18-49 25-54 35-54

Diary PPM Diary PPM Diary PPM Diary PPM

M-F 6a-10a 2.4 0.6 1.1 0.6 1.4 0.6 1.8 0.8
M-F10a-3p
M F10a 3p 1.8
18 1.1
11 0.6
06 0.9
09 0.9
09 0.6
06 0.9
09 1.0
10
M-F 3p-7p 1.2 0.7 0.6 0.8 1.0 0.8 1.2 1.0
M-F 7p-12m
p 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6
Sa-Su 6a-12a 0.6 0.3 0.5 0.4 0.8 0.4 1.0 0.5

Diary data based on Summer 2009
PPM data based on October 2009 data

PPM vs. Diary
y
Demographic Comparison
25 PPM
21 Diary
21
20
20 19
18
17
16
15 14
13
12
10
10 9

6
5
5

0
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

Portland AQH Ratings, October 2009 vs. Summer08-Summer09, P12+ Market totals


A Gl
Glance at Radio
t R di
Formats in Portland
October 2009 Pre-Currency PPM Data


AQH Persons by Format
y
Groupings
40,000
40 000
PPM
35,000 33,600

30,000
26,500
25,200
25 200
25,000
19,800 19,400
20,000
14,400 13 500
, 13,500
15,000
15 000
10,900
10,000 8,000 7,500

5,000 2,700
800
0

ity
n
lk

ts

ry

al
k

HR

ts
rts
A
d

tia
oc
Ta

on
Hi
se

AA

or
nt

al
po

ris
C
R

ou

on

Sp
Ba

i
ic

eg
s

lS
e

Ch
ew

ss

C

rs
tiv

R

h
AC

Al

Pe
la

is
N

Ac

ry
an
t/C

an
ra

lk
c/

ic

Sp
ul

Ta
po
ex
si

Ad
s

em
M
la
C

t
on
C
Portland AQH Persons, October 2009


44
10,000
20,000
30,000
40,000
50,000
60,000

0
Mo-Fr 6A-7A
6

Mo-Fr 7A-8A
7
News/Talk

Mo-Fr 8A-9A
8

Mo-Fr 9A
A-10A

Mo-Fr 10A
A-11A

Mo-Fr 11A
A-12P

Mo-Fr 12
2P-1P

Mo-Fr 1P-2P

Mo-Fr 2P-3P
2

Mo-Fr 3P-4P
3

News/Talk
Mo-Fr 4P-5P
4

Mo-Fr 5P-6P
5
Hour x Hour Trends – P35+

Mo-Fr 6P-7P
6

Mo-Fr 7P-8P
7

Mo-Fr 8P-9P
8

Mo-Fr 9P
P-10P

Mo-Fr 10P
P-11P

Mo-Fr 11P
P-12A

45
10,000
0,000
20,000
30,000

0
Mo-Fr 3P-3:15P

5P-3:30P
Mo-Fr 3:15

Mo-Fr 3:30
0P-3:45P
Hour

Mo-Fr 3:45P-4P

4
Mo-Fr 4P-4:15P
Mexican Regional

Mo-Fr 4:15
5P-4:30P

Mo-Fr 4:30
0P-4:45P

Mo-Fr 4:45P-5P
4

Mo-Fr 5P-5:15P
Hour

5P-5:30P
Mo-Fr 5:15

Mexican Regional Mo-Fr 5:30
0P-5:45P

Mo-Fr 5:45P-6P

Mo-Fr 6P-6:15P

5P-6:30P
Mo-Fr 6:15

Mo-Fr 6:30
0P-6:45P
QTR Ho r x QTR Ho r Trends – P6+

Mo-Fr 6:45P-7P

Contemporary Hit Radio (
y (Pop & Rhythmic)
y )
P18-34 Day of the
Week Listeningg
8,000

7,000 6,700
6,100 6,200
6,000 5,700 5,500 5,400
5,000

4,000
3,000
3,000
3 000

2,000

1,000
,

0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday


47
0
2,000
4 000
4,000
6,000
8,000
10,000
12,000
9/17/09

9/18/09

9/19/09
All Sports

9/20/09

9/21/09

9/22/09

9/23/09

9/24/09

9/25/09

9/26/09
Men 18+, M-Su 6am-12m

9/27/09
Average Persons

9/28/09

9/29/09
What Happened on Sept. 21st

9/30/09

10/01/09

10/02/09

10/03/09
Average Persons for October was 6,700

10/04/09

10/05/09

10/06/09

10/07/09

10/08/09

10/09/09

10/10/09

10/11/09

10/12/09

10/13/09

10/14/09

PPM Reveals Event
Listening
The King of Pop died on Thursday,
June 25, 2009.
25 2009
Did New York radio listeners hear the
news from radio?
Did NNew Y k radio programmers make
York di k
the right decision to meet the needs of
his fans?


Michael Jackson’s Death: PPM Reveals
Radio’s St
R di ’ Strength With Breaking News
th B ki N
New York News/Talk Radio, Average Daily Cume, Persons 25-54

180,000
First wide spread
160,000
reports of Michael
Jackson’s death
140,000

120,000

100,000
00,000

80,000

60,000

40,000

20,000

0

2A
-1 P

5P P

-1 P
:4 5P
P- 0 P

10 -1 P

11 -1 P

11 P-1 P
P- P

45 P

P- P

45 P

P- P

45 P

P- P

45 P

P- P

45 5P
5P

6P -6P

5P

7P -7P

P

8P -8P

5P

9P -9P

5P

0P 3 0

5

0
5

1

5
0
45

0
45

0
45

0
45

0
15 :15

-1
10 0:4

:3 1:3

4
5: -5: 3

6: -6: 3

7: -7: 3

8: -8: 3

9: -9: 3

4

10 -1

:1 0:1

11 -1

:1 1:1
5: -5 :1

6: -6 :1

8: -8 :1

9: -9 :1
P

P

P

P

0:

1:
5:

6:

7:

8:

9:

5P
P
-7

1
P

P

P

P

P
5P

:4
5:

6:

7:

8:

5P

0P
P
15

30

15

30

30

15

30

15

30

9:

11
5
:3
7:

10
6/25/09 Average Thursday

Source: New York Metro, PPM June-July 2009, P25-54, M-Su 6a-Mid, Avg Daily Cume Persons
49 © 2009 Arbitron Inc. Average Thursdays = June-July 09 minus 6/25/09, Stations = WABC-AM, WCBS-AM, WINS-AM

50
0
200,000
400,000
600,000
800,000
1,000,000
1 200 000
1,200,000
1,400,000
5/28/09
9 1,600,000

5/29/09
9
6/01/09
9
6/02/09
9

6/03/09
9
6/04/09
9
6/05/09
9
6/08/09
9
6/09/09
9
6/10/09
9
6/11/09
9
6/12/09
9
6/15/09
9
6/16/09
9
6/17/09
9
6/18/09
9
6/19/09
9
6/22/09
9
6/23/09
9
6/24/09
9
6/25/09
9
6/26/09
9
6/27/09
9
1,363,600

6/28/09
9
6/29/09
9
6/30/09
9
7/01/09
9
7/02/09
9
7/03/09
9
7/06/09
9
Friday,

Source: New York Metro, PPM June-July 2009, P25-54, M-F 6a-Mid, Avg Daily Cume Persons 7/07/09
9
7/08/09
9
7/09/09
9
7/10/09
9
7/13/09
9
after Michael
Jackson dies

7/14/09
9
Friday 6/26 - the day

7/15/09
9
programming to Michael Jackson hits

7/16/09
9
7/17/09
9
7/20/09
9
7/21/09
9
The next day, WKTU (Rhythmic AC) alters

7/22/09
9

Stations Airing Christmas Music in
g
PPM Markets

2.0
1.8
1.6
1.4
14
1.2
1.0
0.8
0.6
0.4
0.2
0.0
00
Washington, DC Atlanta Detroit Houston New York

Week of 11/27/08 Week of 12/04/08 Week of 12/11/08 Week of 12/18/08

Source: Arbitron PPM; Atlanta, Los Angeles, Detroit, Los Angeles and Washington, DC Metros; Mon-Sun 6AM-Mid; P6+


Summary
y
 Compliance is similar to all other PPM markets

 Listening levels continue to follow trends in other PPM markets
» Employment, as well as out-of-home listening continues to be a
major driver of ratings

 Listening levels on evenings and weekends are similar to that of
the diary.

 Radio’s reach in Portland is approximately 90% of the metro each
week

 Ratings are compressed among top tier stations.

 Granularity of PPM will allow programmers to improve the product
in ways not possible with diary


Portland
P tl d
October 2009 Pre-Currency PPM Data

Arbitron, Inc.
November 6, 2009


Katie Wilcox
Clear Channel San Francisco
General Sales Manager


Transitioning to PPM

What to Expect & How to Prepare

Diary PPM
Methodology Methodology
People record their radio listening for seven days in a Personal people meter is a portable electronic device (shaped
“diary” like a pager and worn on the body with a clip) that records an
encoded digital signal in radio broadcasts

Release Periods Release Periods
Quarterly / Seasonally (for example July, August and Monthly plus a holiday release for a total of 13 release periods
September data released as the “Summer Book )
Summer Book”) (January through December plus “holiday”)
holiday )

Intab and Participants Intab and Participants
Sample of 2,725 Age 12+ Panel of 1,185 Persons Age 6+ (889 daily)

An average of 225 different people each week for 12 Participants may stay in the panel for as long as two years
weeks make up the 2,725 person sample Average term on a panel is eight months

Panel composition is reflective of the market demographics
Responses of Spanish speaking Hispanics and African based on US Census data with slight weighting for under
American respondents are heavily weighted to create a represented minorities
i ll i f h k
statically accurate representation of the market
Adult Panelist must carry the PPM for at least eight hours per
Relies on individuals to accurately recall and record all day for the results to be included
radio listening

Demo Demo
Ages 12 and older measured Ages 6 and older measured

Included Stations Included Stations
Radio stations that subscribe to the diary service are “in All radio stations that are encoded with an embedded signal
the book”. Predominantly commercial broadcasters. within the audio broadcast. Sample can include commercial,
public, university, HD, streaming etc.

Other Differences Other Differences
Recalled and written account of active listening. Digital measurement of radio exposure including stations
Primarily included stations that were selected by the overheard and those not personally selected by participant.
diary keeper
Each panelist is exposed to more radio stations (in public
Specific start and end times of listening session are places, taxis, etc.) creating an increase in cume for most
based on recall. Overall results reflect longer total TSL stations compared diary measurement.
than PPM measurement.

The Impact: Ratings & Rankers
 Massive market compression
 Lose “phantom” TSL
 p
Gain “phantom” cume
 Younger stations get older
 Older stations gain some y
g younger
g
audience but comp can skew even older
 Daypart importance- AMD decreased while
MID becomes a bigger player. Weekends
are viable stand alone.
 Urban wildcard- depends on TSL

Impact: Cume, AQH & Frequency
 The meter records more stations per listener
and thus cume listening levels (per station)
go up.
g p
 Generally speaking the stations that tend to
be played in public environments have the
(vs. diary).
biggest cume increases (vs the diary)
 However, most of this cume is very light and
doesn’t have a significant impact on the
AQH estimate (48% of cume drove 8% of
ti t f d f
market AQH & 52% of Cume had TSL one
hour or less in SF launch)
 Much of this cume won’t show up in a
schedule as reach.
 Cume, therefore,
Cume therefore does not show up in
Frequency

Impact: Weighting, Gender and
Employment
 E l
Employed li t t radio,
d listen to di
unemployed watch TV
 Behavior f
B h i of employed i fl
l d influence
ratings
 Panel and weighting b
P l d i hti based on
d
census data
 Men have slightly higher ratings
than women
 Male ratings increase and
composition shifts

The Bottom Line

 PPM captures more listeners per station,
and more stations per listener, but listeners
stay tuned into each station a shorter
period of time on average than recorded in
the diary method
y

 Just because t e measurement c a ged
the easu e e t changed
does not mean that stations are suddenly
under performing.

 The measurement “base-line” has
changed, not the value or results of radio

The Impact: Negotiations

 CPPs go up diary to PPM (35%)
 Negotiations can be more subject
to short term fluctuations
 Non
N monetary negotiables critical
t ti bl iti l
 Gain reach, lose AQH, lose
frequency

The Impact: Clients

 Decreased access to zip code
data
 Increased cume does not impact
AQH significantly – frequency a
challenge to demonstrate
 Planning can be out of sync with
market reality
 Default to SQAD (big shops only)

Opt o s o uye s
Options for Buyers
 Reduce points levels (e.g. 75 points) and use the
same b dget
budget.
 If they were getting results at 100 Diary points, you can
expect the same results from 75 PPM points

 Plan for lower frequencies
 If they were getting results at a 3.0 frequency with diary
methodology,
methodology you will get the same results from a 1 8 -2 0
1.8 2.0
frequency with PPM

 Evenly distribute spots against all dayparts to
coincide with PPM data.
 Evenings and weekends will help with your
efficiencies

 Increase your CPP and buy the same point levels
(e.g.
(e g 100 points). Budget will have to increase
points) increase.

g p
Selling in a Compressed Market

 Find your real USP (its not
, g , g g
cume, heritage, signal strength
or anything generic)
 Identify the emotional
connection between station and
audience- sell it!
 Customer Service
 Sell results

Do Yourself a Favor

 Call the releases “monthlies”
 Pre-sell your qualitative now
 Educate your ratings sensitive clients
 Find more non-ratings sensitive clients
 Pre-sell how listeners really use radio
(address dayparts, frequency, etc.)
 Pre-sell exposure
 Don’t knock it, get on board

Selling in a Compressed Market

 Know the numbers: Find the tie
y
breakers and know your weak
spots
 Turnover
 Audience Comp

 Gender Distribution

 Hourly sweet spots
y p
 % of total audience 25-54

 Make the sale before the avail

PPM MARKET CONVERSION
THE NEW CURRENCY

Jim Gaither
Director of Media Negotiations
The Richards Group

PORTABLE PEOPLE METER (PPM)

Passive di
P i audio measurement d i t device
that tracks radio listening at any
location


Passive di
location
Showing that consumers listen to
more radio than previously thought,
but on a wider variety of stations


Passive di
location
Fragmented ratings


Passive di
location
Fragmented ratings
Radio buys need to b “d
R di b d be “deeper”
”

CURRENCY CONVERSION

PPM Diary

1.4
1.0

1.2

0.8
1.0
10

0.6 0.8

0.6
06
0.4

0.4

0.2
0.2

0.0 0.0

PPM vs. DIARY CONVERSIONS

1.00

0.90
0 90
0.83

0.80

0.70

0.60

0.50

0.40

0.30

0.20

0.10

0.00
ATL CHI DFW DET HOU LA RSB NY M SU NS PHI SF SJ WSH Averag e

STABLE AND COMPLETE DATA

Passive
P i measurement of actual exposure,
t f t l
rather than recall


Passive
t f t l
rather than recall
Only those with demonstrated
compliance counted as in-tab


Passive
t f t l
rather than recall
Far less reliance on “super-heavy” diary
p y y
keeper


Passive
t f t l
rather than recall
p y y
keeper
Five times the current weekly sample size


Passive
t f t l
rather than recall
p y y
keeper
More stable audience trends


Passive
t f t l
rather than recall
p y y
keeper
PPM data allows for audience estimates of
Children ages 6 to 11


Passive
t f t l
rather than recall
p y y
keeper
PPM data allows for audience estimates of
Children ages 6 to 11
PPM data allows for audience estimates in
cell phone-only h
ll h l households
h ld

COMMON QUESTIONS

During the initial transition, how do
D i th i iti l t iti h d
buyers buy a market? Do they use one
PPM book? Or an average of multiple
books? Why?

COMMON QUESTIONS

books? Why?
What are your customers using radio
expecting with the change to PPM? Are
they engaged in the details?

COMMON QUESTIONS

books? Why?
In your opinion, is radio becoming more
of a reach medium thanks to PPM? Or is
frequency still the motivating reason for
integrating radio into the media mix?

COMMON QUESTIONS

books? Why?
How have your planners/buyers adjusted
to t e c a ge in levels of frequency as we
the change e e s o eque cy e
convert to PPM from diary?

COMMON QUESTIONS

books? Why?
How have your planners/buyers adjusted
to t e c a ge in levels of frequency as we
the change e e s o eque cy e
convert to PPM from diary?
With the shift in ratings, have buyers

COMMON QUESTIONS

You have experienced a lot with PPM
Y h i d l t ith
beginning with Houston. How have you
changed how you bought Houston/Philly
vs all remaining PPM markets? (What
have you learned? What makes you wiser
through your experiences?)
g y p

COMMON QUESTIONS

You have experienced a lot with PPM
Y h i d l t ith
beginning with Houston. How have you
changed how you bought Houston/Philly
vs all remaining PPM markets? (What
have you learned? What makes you wiser
through your experiences?)
g y p
With compression in the ratings, how can
stations help sell the value of their
stations (b id j
i (besides just a ranker?)
k ?)

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