using single-source to refine multimedia strategies · • saw three cable ads for retailer a •...

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© 2003 Arbitron Inc.

• portable people meter

Using Single-Sourceto Refine Multimedia StrategiesLinda DupreeSenior Vice President, Portable People Meter New Product DevelopmentArbitron Inc.

Leslie WoodPresident, Leslie Wood Research

© 2003 Arbitron Inc.2

Agenda

• PPM National Marketing Panel concept

• Concept test

• The panel’s promise: early examples

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The PPM System

Station Encodes Inaudible

Signal

IndividualCarries Portable

Meter

Daily DockingUploads PassiveMedia

Consumption


Passive Panelist Activities

Encoded Signals

Radio Broadcast Networks

CinemaInternetRetail Chains

Cable Networks

Tower: photo to come

Selected Commercials

3


Active Panelist Activities

Magazine and Newspaper Survey

Product ScannerConsumerSurvey


Purpose of Concept Test

• Will PPM panelists perform other meaningful tasks? Do additions change behavior?

• Does new information from the same respondent enable richer consumer targeting?

• What do early results from a multimedia single-source panel look like?

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Media Included in Concept Test

• PPM collection» Television» Radio» Retailers

• Other media collected» Magazines» Newspapers» FSIs» Limited additional retail information» Internet


0.0

2.5

5.0

7.5

10.0

12.5

15.0

17.5

20.0

22.5

25.0

27.5

30.0

32.5

35.0

37.5

40.0

42.5

5:00 A

M

7:00 A

M

9:00 A

M

11:00

AM

1:00 P

M

3:00 P

M

5:00 P

M

7:00 P

M

9:00 P

M

11:00

PM

1:00 A

M

3:00 A

M

6:00 A

M

8:00 A

M

10:00

AM

12:00

PM

2:00 P

M

4:00 P

M

6:00 P

M

8:00 P

M

10:00

PM

12:00

AM

2:00 A

M

4:00 A

M

Broadcast TV

Cable TV

Radio

Total Encoded TV/Radio AQH Ratings, Philadelphia DMA, Persons 6+

May 2002, Monday - Friday May 2003, Monday - Friday

PPM Only and PPM Super Panelists Consume TV and Radio in Similar Patterns

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Day in the Life Wife Age 50Monday, June 2, 2003

Media Usage• Morning radio listening• No midday media use• Extended evening TV

viewing • Cable channel surfing• Read the (South Jersey)

Courier-Post five of last five issues- 76-100 percent of last

Courier-Post issue wasread

- Read newspaper adver-tising supplements (FSIs)


Wife


Wife Age 50Monday, June 2, 2003

Day in the LifeAdvertising Exposure• Saw three cable ads for

Retailer A• Missed radio ad on

WPHT-AM at 6:51AM for Retailer A

• Saw ad in FSI from Sunday, June 1, 2003, Courier-Post

Saw three cable ads for

Retailer A

Missed radio ad at 6:51AM for Retailer A*

© 2003 Arbitron Inc.* Radio commercial tracking available starting June 1, 2003. Ad actually aired on June 2, 2003.

Wife

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Day in the LifeMedia Usage• Morning and afternoon

radio listening• Extended evening

TVviewing• Channel surfing• Screened: Popular

Science, Popular Mechanics, Money, Inc.

• Audience: Inc.,Courier-Post and its advertising supplement


Husband Age 50Monday, June 2, 2003


WifeHusband


WifeHusband

Husband Age 50Monday, June 2, 2003

Day in the LifeAdvertising Exposure• Saw one of three cable

ads for Retailer A• Missed radio ad on

WPHT-AM at 6:51AM for Retailer A


Missed radio ad at 6:51AM for Retailer A*

Saw one cable ad for Retailer A


* Radio commercial tracking available starting June 1, 2003. Ad actually aired on June 2, 2003.

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Day in the Life

6/1 6/2 6/3

In-Store Encoding (Retail Visits)Visited Retailer A at 6:39PM on June 3, 2003, for 14 minutes

In-Store Visit

Cable Ad Exposure

Radio Ad Exposure

FSI Exposure

Advertising Exposure and In-Store Visit

Husband Age 50



Day in the LifeThe Arbitron Consumer Survey (Retail Visits)Wife:• Bought retail items in past

three months at Hamilton Square Mall and King of Prussia Court

• Bought in past three months at Staples, OfficeMax, Bath & Body Works…and many others

Husband:• In past three months,

shopped at Staples, a jewelry store, and bought prescription at CVS, visited Retailer A…and many others

Wife Age 50 Husband Age 50


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National Marketing Panel Data

Specialty Retailer Example


0

50

100

150

200

250

300

05101520253035404550

PPM Minutes Visited Scarborough ShoppedPPM Number of Visits

Defining the Target

Minutes Visits

Very Heavy

Heavy Light

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Profile: HeavySex Demographic Breakout

Radio Listening Television Viewing Cable Viewing Print Readership

45.8%54.2%

Male Female

12.5% 12.9%

17.7%

8.3%

17.6% 16.5%

6.7% 7.8%

P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

27.9

0.0

44.8

27.3

Hvy Med Lgt Non

24.6

0.0

36.6 38.8

Hvy Med Lgt Non

34.5

0.0

38.3

27.2

Hvy Med Lgt Non

22.8

10.9

36.9

29.3

Hvy Med Lgt Non


20.2 23 9.9 14 54 CNN17.1 30 8.0 27 34 BET18.4 23 11.6 21 41 A&E70.8 576 66.3589 1,037AllCable80.4 1,36074.11,3521,185AllTotal

Unified Reach GRPsUnified

ReachGRPsUnits PPM OutletMedia

5.2 19 4.514 3 Courier-Post5.2 19 4.514 3 AllSunday Newspapers

1.9 4 1.03 1 YM1.9 41.03 1 AllMagazine

1.8 1 3.53 6 WJJZ-FM4.7 8 3.810 25 WIP-AM7.2 16 3.59 16 WIOQ-FM2.8 6 4.76 9 WDAS-FM5.1 10 3.99 24 KYW-AM

46.0 8132.170 144 AllRadio

28.0 143 25.0 159 199 Lifetime5.1 8 6.5 8 26 FX6.0 6 2.1 3 14 ETV

10.4 15 10.4 16 45 Discovery

Heavy P6+

Advertising Schedule

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Profile: Not ReachedSex Demographic Breakout

Radio Listening Television Viewing Cable Viewing Print Readership

11.9%

16.6%18.9%

8.0%

14.6%16.6%

7.2% 6.1%

P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

46.2

0.0

22.3

31.5

Hvy Med Lgt Non

38.2

0.0

29.8 31.9

Hvy Med Lgt Non

78.3

4.25.112.4

Hvy Med Lgt Non

33.1

5.2

22.9

38.8

Hvy Med Lgt Non

44.0%56.0%

Male Female


Broadcast TV Rating IndexHeavy, Mon-Fri

1314:00AM3:00AM2:00AM1:00AM

132143Midnight13513711:00PM13912710:00PM1311561409:00PM

1438:00PM1847:00PM1701746:00PM

1931911265:00PM1304:00PM

1513:00PM1351741271322:00PM

2031471:00PM201167125Noon

16519911:00AM15814218824210:00AM1571261952129:00AM1461502312541571418:00AM2032411811321607:00AM2201641471336:00AM1821361355:00AM

WTXFWPVIWPSGWPPXWPHLWHYYWGTWWCAUKYWHour

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Radio Rating IndexHeavy, Mon-Fri

1553344:00AM2343733:00AM2714192:00AM2723861:00AM

131281Midnight19315426411:00PM

27225710:00PM2749:00PM1831318:00PM1812891431372977:00PM1511741793176:00PM1561311741612445:00PM1771381641791612894:00PM1811301951623341323:00PM1991412081902122:00PM1651891651881:00PM175141139248178257133Noon25014714926617022213812911:00AM23015014726116625613913210:00AM2511422781462599:00AM1512412632718:00AM1332091402597:00AM

1772031446:00AM2202185:00AM

WXTU-FMWUSL-FMWKXW-FMWIP-AMWIOQ-FMWDAS-FMWCTO-FMWAEB-FMKYW-AMHour


Cable TV Rating IndexHeavy, Mon-Fri

2434:00AM1333:00AM1322482:00AM

1471442081:00AM156126203Midnight

11:00PM14212618110:00PM1351531321481319:00PM1521641401251681568:00PM1411691261691591827:00PM

2331671691701706:00PM1832141341765:00PM1472301372454:00PM

2491262233:00PM2822211951402631472:00PM

1641762361621332351561:00PM143126222224136233218Noon16621814012719720011:00AM19316312620010:00AM

2132011341879:00AM1302651268:00AM

7:00AM25276:00AM2501465:00AM

TNTTNNMSNBCLifetimeHistoryDiscoveryCNNBETA&EHour

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Magazine Rating IndexHeavy

257Town & CountryGeneral Editorial

140YMWomen139Family CircleWomen220ElleWomen298National Geographic TravelerTravel346Golf MagazineSports139PC MagazineScience/Technology271AutomobileScience/Technology141ParentsParenthood

161U.S. News & World ReportNews – Weekly138PeopleNews – Weekly183Men’s FitnessMen204EsquireMen225House BeautifulHome Service176Bon AppétitHome Service176HealthHealth

129Readers Digest’General Editorial126National GeographicGeneral Editorial341Smart MoneyBusiness/Finance173Barron’sBusiness/Finance

IndexPrint NameClassification


Summary

• Will PPM panelists perform other meaningful tasks? Do additions change behavior?» Encouraging results so far

• Does new information from the same respondent enable richer consumer targeting?» Certainly richer—closer to 360-degree look at

consumers

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Summary

• What do early results from a multimedia single-source panel look like?» Interesting—variations on what we see in other

databases» Longitudinal, granular, electronic nature of data

enables deeper analyses» Early stages of defining new ways to interpret

– ROI and advertising response are natural next steps


• portable people meter

Thank You!

using single-source to refine multimedia strategies · • saw three cable ads for retailer a •...

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