Tv, print, radio measuring the impact of traditional media

1. Measuring the Impact of
Traditional Media

2. Anatomy of a Baseball Broadcast

3. The Breakdown
• 3 hour game:
– 90 minutes of players standing around
– 40 minutes of commercials
– 14 minutes of live action
– 10 minutes in instant replays

4. 1952 World Series - Game 6

5. 1952 World Series - Game 6
– Nearly all measures were the same except:
• 30 fewer minutes of commercials
• No instant replay

6. Impact of Traditional Media
• Strengths of traditional media

7. Impact of Traditional Media
• Strengths of traditional media
• Audience measurement

8. Impact of Traditional Media
• Strengths of traditional media
• Audience measurement
• The future (media centric content
centric?)

9. Traditional Media in Jeopardy

10. TV is Dead

11. How To Save Radio

12. Newspaper In Decline

13. Myth or Reality?

14. Video Consumer Mapping Study
(VCMS)
Ball State University Media Center
http://cms.bsu.edu/Academics/CentersandInstitutes/CMD/InsightandResearch/C
apabilities/ProjectGallery/VideoConsumerMappingStudy.aspx

15. Video Consumer Mapping Study
• Consumer-centric
• Media neutral
• 4 screen study

16. What Did They Measure?
• Two full waking days of observation
• In April/May and again in Sept/Oct 2008
• Five markets across the US
• Total 952 days or 750,000,000 minutes

17. Media Resources
• Nielsen-TV viewership
• Arbitron-Radio listenership
• comScore/Compete/NetRatings-Web usage
• MRI-Magazines readership
• Media Audit-Local market measurement
• Scarborough-Local market measurement

18. Self-reported vs. Observed

19. AVERAGE DAILY MINUTES OF SCREEN MEDIA BY AGE GROUP
Consumers Accumulated Screen Time
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
All participants, including non-users of various media, including concurrent media exposure

20. Share and Ranking of Average Daily Minutes for Screen Media

21. Nonconcurrent Usage

22. Conclusion
• TV isn’t dead
• Concurrent usage is real and accounts for
15-28% of all media screen time
• Usage patterns will continue to evolve as
the population ages
• Target audience has to drive the media
strategy (McDonalds’ Happy Meal vs.
Polident)

23. Measurement of Traditional
Media

24. Radio
• Portable medium
• Typically the 2nd highest reach medium in
a market
• Good local market medium with lower
production costs than TV

25. Radio Audience Measurement
• Dairy (active)
• Portable People Meters (passive)

26. Diary (Arbitron)

27. Portable People Meters
• Measures analog, digital, live and
recorded broadcasts (not satellite)
• Utilizes "psychoacoustic masking,” which
makes it possible to “hide” tiny bits of
sound energy in the normal audio output
of electronic media signals

28. Station Encoder & Monitor
Analog Encoder
Digital Encoder
SDI Encoder

29. PPM
Meter Base Station
Portable Recharger

30. ThePPM System in Action

31. Diary vs. Meters
• High rated stations yield lower ratings with
PPMs
• Smaller stations increase in ratings
• More stations are reported
• More dayparts have ratings

32. Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or dial position) in an
Arbitron diary with a start and stop time
OR
• "someone within earshot of a station signal
coming from a radio."

33. Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or dial position) in an
Arbitron diary with a start and stop time
OR
• "someone within earshot of a station signal
coming from a radio."
• Is that really a listener?

34. Unit of Measurement-Rating
• 1 rating point=
1% of the target
audience

35. Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the advertising time
– The tighter the inventory pushing the pricing
even higher

36. Future of Radio Measurement
• PPM penetration

37. TV Attributes
• Mass reach medium
• Intrusive
• Accesses all learning modalities
• 99% US household penetration

38. TV Audience Measurement
• Diary (active)
• Set meters (passive to the household)
• People meters (active to the individual)

39. Diary (Nielsen)

40. Additional Information

41. Meters

42. Meter vs. Diary

43. Peoplemeters

44. What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who enters a station's call
letters, program title with a start and stop
time in to a Nielsen diary
OR
• “someone who turns on their TV set”
OR
• "someone who pushes a button on the
Nielsen Peoplemeter remote, when the set
is tuned to the program.“

45. What is a Viewer?
• Operationally a viewer is defined by NTI as
"someone who enters a station's call letters,
program title with a start and stop time in to a
Nielsen diary
OR
• “someone who turns on their TV set”
OR
• "someone who pushes a button on the Nielsen
Peoplemeter remote, when the set is tuned to
the program.“
• Is that really a viewer?

46. What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who pushes a button on the
Nielsen Peoplemeter remote, when the set
is tuned to the program.“
• Is that really a viewer?

47. Arbitron Measuring TV

48. Unit of Measurement-Rating
• 1 rating point is equivalent to reaching 1%
of the target population

50. Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the program
– The tighter the inventory; the higher the price
to advertisers

51. Future of TV Measurement
• Screen shifting to the web/iTV will provide
more granular information on the user, the
session, the frequency of use, the program
loyalty, interaction with advertiser products
and ROI
• Detection technology to indicate you are
actually watching the screen

52. Newspaper Attributes
• Considered a mini-mass media vehicle
• Local market focused
• Reaches and older, more affluent
demographic
• Good flexibility

53. Newspaper Measurement
Paid subscribers
Audit statements (ABC, BPA, CNA)
Media Audit, Scarborough
MRI (large newspapers)
Newspaper Publishers Association research
Web stats

55. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"
• Is that really a reader?

56. Future of Measurement

57. Magazine Attributes
• Portable
• Potentially large pass- along audiences
• Controlled circulations (B2B)
• Content specific (epicurean, rock climbing,
parenting)

58. Magazines
– Paid subscribers
– Audit statements (BPA, ABC)
– Media Audit, Scarborough
– MRI, Simmons, Ipsos
– Web stats

59. Online without Offline

60. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"

61. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"
• Is that really a reader?

62. Unit of Measurement
• Target audience composition
• Target audience reach %
• Target audience persons (000)
• Household penetration

63. Outdoor Attributes
• Location based
• Larger than life
• Digital expands capabilities

64. Unit of Measurement
• DEC (daily effective circulation)
• Eyes On measurement (new to the
industry)
• Geographic proximity

65. Viewer Defined
• As the average number of persons 18+
potentially exposed to an out-of-home
advertising display for 12 hours (not
illuminated, daylight only 6:00 am – 6:00
pm), 18 hours (illuminated until
midnight), or 24 hours (illuminated
continuously).
• Is that really a viewer?

66. Conclusions
• The average adult see between 900 and
5,000 ad messages per day
• Traditional media vehicles are part of that
mix
• The target audience should drive the
media
• Traditional media will continue its migrate
to digital

67. Questions ?