Austin. July 2010 PPM Pre-Currency Data. Carrie Stein, Senior Account Manager Jenny Griffith, Senior Training Service Consultant Arbitron Inc.
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1 Austin July 2010 PPM Pre-Currency Data Carrie Stein, Senior Account Manager Jenny Griffith, Senior Training Service Consultant Arbitron Inc.
2 How do I ask a question during the WebEx session? 1. us directly and we will reply to your questions once the session has ended. You may send multiple questions. Our s are: Carrie.Stein@Arbitron.com Jenny.Griffith@Arbitron.com 2. Use the chat option within WebEx. You will not be able to chat with others, only the host. The host may choose to answer questions as they come in or respond to them at the end of the session or after the session has ended. Chat can be found in the lower right hand side of your screen Arbitron Inc.
3 Austin Pre-Currency Findings July 2010 PPM Data 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 Arbitron Inc.
4 Agenda General Findings Commercialization Schedule Austin Panel Sample»Market Representation»Compliance Estimate Comparisons»Cume»TSL»AQH Compression Recap Next Steps Arbitron Inc.
5 Austin PPM Pre-Currency Findings The Austin sample for July is representative of all demos, ethnicities and counties. Compliance is similar to other markets»on average 80% of panelists in Austin are carrying their meters for roughly 15 hours per day. Cume audiences on the weekly and daily levels are significantly higher than what has been seen in the diary. PPM listening levels compared to diary are similar to other PPM commercialized markets.»income is no longer a major factor in listening levels»employment and out-of-home listening continues to drive ratings»multiple formats are represented in all PPM Markets Ratings are more compressed among the top stations than in the diary service.»austin, based on July 2010 PPM data, seems to show similar compression levels like other PPM markets Granular data available with PPM continues to provide insight into how consumers use radio Arbitron Inc.
6 Austin PPM Scheduled Commercialization Plan Jul 10 Aug 10 Sep 10 Spring 2010 Diary Book Releases 8/16: Jul PPM Pre-Currency Survey Releases Spring 2010 Diary Book Still Currency 9/15: Aug PPM Pre-Currency Data Release Spring 2010 Diary Book No Longer Currency 10/11: September Currency Data Release PPM measurement in Austin began on Thursday, June 24, 2010 Only one currency in use at a time Full three month value of Spring 2010 Diary book Two months of PPM pre-currency data prior to Currency Arbitron Inc.
7 Austin Sample July 2010 Pre-Currency PPM Data Arbitron Inc.
8 Metro Population Statistics Austin Metro Population 6+»1,557,100»Ethnic composition Black: 118,400 (7.6%) Hispanic: 459,800 (29.5%) Spanish Dominant: 14.2% English-Dominant: 15.3% Other: 978,900 (62.9%) Arbitron Inc.
9 Geographical Definitions Metro: A geographic designation that specifies which counties fall into a specific radio market. These counties will be measured via PPM DMA: A geographic designation of counties that fall into the TV DMA but not the radio metro These counties will be measured via Diary As with Diary, DMA counties are only be measured during the Spring and Fall Surveys Arbitron Inc.
10 How Metro County Ratings are Captured h Any station within DMA gets Encoder PPM s placed in Metro Only All metrolistening audience is measured via PPM. Station location doesn t matter Arbitron Inc.
11 How DMA County Ratings are Captured All DMAaudience is still measured via Diary. The station s location doesn t matter. Diaries are placed in DMA counties Arbitron Inc.
12 Austin Metro Sample July 2010 Total Persons in Monthly Sample Monthly Installed Persons Monthly In-tab Persons Monthly In-tab Rate 1, % Total Persons in Daily Sample Panel Target Size Avg Daily In-tab Persons Avg Daily In-tab Rate Compliance-Capable* Compliance Rate** Installed Cell-Phone-Only Persons Avg. Cell-Phone-Only In-Tab Persons % % *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. ** Compliance rate is calculated as follows: Daily In-Tab Persons/Compliance-Capable Persons Arbitron Inc.
13 PPM County Sample Austin July Estimated Population % P6+ Unweighted In-Tab % BASTROP CALDWELL HAYS TRAVIS WILLIAMSON Austin Metro, PPM July 2010 Estimated Pop % P6+ and Unweighted In-tab % P Arbitron Inc.
14 In-Tab Sample Size, by Demo and Race/Ethnicity July 2010 Black 6+ Avg. Daily In-tab Target 55 Avg. Daily In-tab Actual 46 Austin DDI* 83 Unique Total Month In-Tab P P P P P Hispanic Other *Designated Delivery Index: DDI = (actual/target)* Arbitron Inc.
15 Persons 6+ Performance vs. Benchmark Existing Markets Persons 6+ Benchmark = 95 DDI DDI Austin San Antonio Dallas Houston Los Angeles Chicago Phoenix Source: Persons 6+, Austin July 2010 Pre-Currency Data, October 2009 for San Antonio and August 2009 Data for all other metros DDI = Designated Delivery Index = (actual/target)* Arbitron Inc.
16 Median Out-of-Dock and Carry Times by Market Out-of-Dock Time Carry Time 15:36 15:56 15:54 15:46 15:48 15:56 14:36 14:50 14:58 14:54 14:55 14:50 Austin San Antonio Houston Dallas Los Angeles Phoenix Source: Weekday In-Tab, Persons 6+, Austin July 2010, San Antonio Oct 2009, for all other metros August Arbitron Inc.
17 Median Times by Gender Out-of-Dock and Carry Times 15:26 15:46 14:20 14:52 Women Out-of-Dock Time Carry Time Men Arbitron Inc. Austin Metro, In-Tab Persons 6+, July 2010, Weekday
18 Median Times by Race/Ethnicity Out-of-Dock and Carry Times 15:31 15:07 15:46 14:46 14:00 14:48 Black 6+ Hispanic 6+ Other 6+ Out-of-Dock Time Carry Time Arbitron Inc. Austin Metro, In-Tab Persons 6+, July 2010, Weekday
19 Median Times by Age Out-of-Dock and Carry Times 15:36 14:36 14:50 12:35 15:22 15:43 15:37 14:37 14:50 13:32 16:05 16:03 15:22 15:18 15:26 14: Out-of-Dock Time Undock Time Austin Metro, In-Tab Persons 6+, July 2010, Weekday Arbitron Inc.
20 Median Undock/Dock Times July 2010 Weekdays Undock Time :38 AM 9:40 AM 9:05 AM 7:48 AM 7:30 AM 7:21 AM 7:28 AM 7:39 AM 10:07 PM 11:52 PM 12:02 AM 11:16 PM 10:54 PM 11:11 PM 11:13 PM 10:58 PM Dock Time Austin Metro, In-Tab Persons 6+, July Arbitron Inc.
21 Estimate Comparison July 2010 Pre-Currency PPM Data Arbitron Inc.
22 Average Number Of Stations P12+ Black 12+ Hispanic 12+ Other 12+ PPM Diary PPM, Austin Metro, July 2010, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Austin Metro, Spring 2010, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM Arbitron Inc.
23 PPM Vs. Diary Hour-by-Hour Cume Rating Comparison July PPM Diary A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P Monday - Friday Saturday - Sunday PPM, Austin Metro, July 2010, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Austin Metro, Spring 2010, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM Arbitron Inc.
24 PPM Weekday Cume Rating (%) Mon-Fri 6a-12m Persons 12+ P 6-11 Teens P P P P P 55+ Austin Metro PPM, Avg Weekly Cume Rating by Demo, July Arbitron Inc.
25 PPM Weekend Cume Rating(%) Sat-Sun 6a-12m Persons 12+ P 6-11 Teens P P P P P 55+ Austin Metro PPM, Avg Weekly Cume Rating by Demo, July Arbitron Inc.
26 Average Time Spent Per Tune-in PPM Diary 1:08 1:14 1:14 1:04 0:35 0:34 0:32 0:36 Persons 12+ Black 12+ Hispanic 12+ Other 12+ PPM, Austin Metro, July 2010, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Austin Metro, Spring 2010, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM Arbitron Inc.
27 AQH Persons Index PPM vs. Diary Top 20 PPM Stations vs the same Diary stations Austin Persons 12+ Persons Persons Mo-Su 6a-12m The official Austin GRP Conversion Grid will be available on our Arbitron website in a week. It will be produced once with July 2010 data and again with July-Aug-Sep 10 average data. Austin Metro July 2010 PPM to Spring 2010 Diary; AQH Persons Arbitron Inc.
28 PPM Vs. Diary Hour-by-Hour Persons 12+ AQH Rating Comparison 25.0 PPM Diary A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P Monday - Friday Saturday - Sunday PPM, Austin Metro, July 2010, Mon-Sun 6AM-MID, Persons 12+ vs. Diary, Austin Metro, Spring 2010, Mon-Sun 6AM-MID, Persons 12+ Note: Same stations are being used for comparison from Diary to PPM Arbitron Inc.
29 PPM Vs. Diary AQH Ratings By Daypart, P PPM Diary Morning Drive Midday Afternoon Drive Nights Weekends Austin AQH Ratings, July 2010 vs. Spring 2010, P12+ Market totals Note: Same stations are being used for comparison from Diary to PPM Arbitron Inc.
30 Listening By Demo Monday-Friday 6AM-MID 22 Persons Persons Persons Persons AQH Rating Mo-Fr 6A-7A Mo-Fr 7A-8A M o-fr 8A-9A M o-fr 9A-10A M o-fr 10A-11A M o-fr 11A-12P M o-fr 12P-1P M o-fr 1P-2P M o-fr 2P-3P M o-fr 3P-4P M o-fr 4P-5P M o-fr 5P-6P M o-fr 6P-7P M o-fr 7P-8P M o-fr 8P-9P M o-fr 9P-10P M o-fr 10P-11P M o-fr 11P-12A Austin July 2010 PPM, Mon-Fri 6AM-MID Arbitron Inc.
31 Listening By Demo Sat-Sun 6AM-MID 22 Persons Persons Persons Persons AQH Rating Sa-Su 6A-7A Sa-Su 7A-8A Sa-Su 8A-9A Sa-Su 9A-10A Sa-Su 10A-11A Sa-Su 11A-12P Sa-Su 12P-1P Sa-Su 1P-2P Sa-Su 2P-3P Sa-Su 3P-4P Sa-Su 4P-5P Sa-Su 5P-6P Sa-Su 6P-7P Sa-Su 7P-8P Sa-Su 8P-9P Sa-Su 9P-10P Sa-Su 10P-11P Sa-Su 11P-12A Austin July 2010 PPM, Sat-Sun 6AM-MID Arbitron Inc.
32 PPM Daypart Delivery May Lead to New Daypart Options Daypart Ranks Diary to PPM Austin M-F 6a-10a M-F 10a-3p M-F 3p-7p M-F 7p-12m Sa-Su 6a-7p Diary PPM Austin Metro July 2010 PPM to Spring 2010 Diary; AQH Persons Arbitron Inc.
33 Austin PPM AQH Ratings by Age/Sex Men Men Men Men Women Women Women Women Austin PPM, July 2010 Data, Mon-Sun 6AM-MID Arbitron Inc.
34 As In Other Markets, The Employed Consume More Radio Monday-Friday 6AM-7PM AQH Rating % difference P Employed Full-time P Not Employed July 2010 PPM, AQH Rating by Demo, Mon-Fri 6AM-7PM Arbitron Inc.
35 Ratings by Employment Status Persons AQH Rating employed not employed 0.0 6A 7A 8A 9A 10A 11A12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P PPM, Austin, July 2010, Mon-Fri 6a-12m Persons full-time/part-time vs. not employed, AQH Rating Arbitron Inc.
36 Out-of-Home Listening By Employment Hour-by-Hour Persons 25-54, Mon-Fri 6a-12m Employed In Home Employed Out of Home Mo-Fr 6A-7A Mo-Fr 7A-8A Mo-Fr 8A-9A Mo-Fr 9A-10A Mo-Fr 10A-11A Mo-Fr 11A-12P Mo-Fr 12P-1P Mo-Fr 1P-2P Mo-Fr 2P-3P Mo-Fr 3P-4P Mo-Fr 4P-5P Mo-Fr 5P-6P Mo-Fr 6P-7P Mo-Fr 7P-8P Mo-Fr 8P-9P Mo-Fr 9P-10P Mo-Fr 10P-11P Mo-Fr 11P-12A Source: Austin Metro July 2010 PPM; P 25-54; Mo-Fr 6a-12m; Avg AQH Comp% Arbitron Inc.
37 Ratings Are More Compressed In PPM Difference in AQH rating points between the number 1 station and the number 10 station Austin Austin Austin Austin Diary PPM Diary PPM Diary PPM Diary PPM M-F 6a-10a M-F10a-3p M-F 3p-7p M-F 7p-12m Sa-Su 6a-12p Diary data based on Spring 2010 PPM data based on July Arbitron Inc.
38 Austin Rank Positions Top Five Stations Represent Many Formats Persons 12+ Persons Country Adult Hits Pop Contemporary Hit Radio Variety Rhythmic Contemporary Hit Radio Pop Contemporary Hit Radio Adult Hits Rhythmic Contemporary Hit Radio Album Oriented Rock Country Persons Persons Country Adult Hits Album Oriented Rock Variety Pop Contemporary Hit Radio Country News Talk Information Adult Hits Adult Contemporary Album Oriented Rock Source: PPM Austin Metro, AQH Persons, July 2010, M-Su 6A-MID Arbitron Inc.
39 Summary Compliance & listening levels follow trends of other PPM markets» Employment, as well as out-of-home listening continues to be a major driver of ratings Listening levels on weekends exceeds that of the diary on some stations, which has been rarely seen in a PPM market» Nights are comparable to diary listening with Mid-days & Afternoon drive showing higher efficiencies than seen in diary Radio s reach in Austin is strong» Approximately 94% of the Austin metro is reach daily by radio Ratings are compressed among top tier stations, more than seen in other PPM markets Arbitron Inc.
40 Next steps Arbitron Inc. 05-RSS /05
41 Next Steps Discuss changes with clients and set their expectations Arbitron offers marketing materials and reports to help you with this Talk with your station reps Everyone s goal is to ensure your clients have good ROI with Radio PLAN FOR PPM TODAY PPM will be the only form of currency as of October 11, Learn the PPM Analysis Tool if you use MediaPro PPM RLD can t be used in MediaPro; PPM Analysis Tool or TAPSCAN Web are available today Arbitron Inc.
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