Austin July 2010 PPM Pre-Currency Data Carrie Stein, Senior Account Manager Jenny Griffith, Senior Training Service Consultant 1 2010 Arbitron Inc.
How do I ask a question during the WebEx session? 1. Email us directly and we will reply to your questions once the session has ended. You may send multiple questions. Our emails 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. 2 2010 Arbitron Inc.
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. 3 2010 Arbitron Inc.
Agenda General Findings Commercialization Schedule Austin Panel Sample»Market Representation»Compliance Estimate Comparisons»Cume»TSL»AQH Compression Recap Next Steps 4 2010 Arbitron Inc.
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. 5 2010 Arbitron Inc.
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 6 2010 Arbitron Inc.
Austin Sample July 2010 Pre-Currency PPM Data 7 2010 Arbitron Inc.
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%) 8 2010 Arbitron Inc.
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 9 2010 Arbitron Inc.
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. 10 2010 Arbitron Inc.
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 11 2010 Arbitron Inc.
Austin Metro Sample July 2010 Total Persons in Monthly Sample Monthly Installed Persons Monthly In-tab Persons Monthly In-tab Rate 1,065 996 93.5% 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 725 668 78% 806 82.9% 253 202 *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 12 2010 Arbitron Inc.
PPM County Sample Austin July 2010 70 Estimated Population % P6+ Unweighted In-Tab % 60 60 54 50 40 30 24.1 30.3 20 10 0 4.5 5 2.2 0.8 9.2 9.9 BASTROP CALDWELL HAYS TRAVIS WILLIAMSON Austin Metro, PPM July 2010 Estimated Pop % P6+ and Unweighted In-tab % P6+ 13 2010 Arbitron Inc.
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 P6+ 725 668 92 996 P12+ 657 607 92 897 P18-34 212 163 77 262 P18-54 446 375 84 573 P25-54 362 333 92 493 Hispanic 6+ 214 181 85 293 Other 6+ 455 441 97 629 74 *Designated Delivery Index: DDI = (actual/target)*100 14 2010 Arbitron Inc.
Persons 6+ Performance vs. Benchmark Existing Markets Persons 6+ Benchmark = 95 DDI 125 100 92 97 97 111 91 98 98 75 DDI 50 25 0 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)*100 15 2010 Arbitron Inc.
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 2009 16 2010 Arbitron Inc.
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 17 2010 Arbitron Inc. Austin Metro, In-Tab Persons 6+, July 2010, Weekday
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 18 2010 Arbitron Inc. Austin Metro, In-Tab Persons 6+, July 2010, Weekday
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 14:53 06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Out-of-Dock Time Undock Time Austin Metro, In-Tab Persons 6+, July 2010, Weekday 19 2010 Arbitron Inc.
Median Undock/Dock Times July 2010 Weekdays Undock Time 06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ 8:38 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 2010 20 2010 Arbitron Inc.
Estimate Comparison July 2010 Pre-Currency PPM Data 21 2010 Arbitron Inc.
Average Number Of Stations 5.1 4.1 3.9 2.4 2.9 1.9 2.5 2.4 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 22 2010 Arbitron Inc.
PPM Vs. Diary Hour-by-Hour Cume Rating Comparison July 2010 70.0 60.0 PPM Diary 50.0 40.0 30.0 20.0 10.0 0.0 6A 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 23 2010 Arbitron Inc.
PPM Weekday Cume Rating (%) Mon-Fri 6a-12m 100 90 94.1 88.3 92 96.2 95.6 95.1 94.5 89.8 80 70 60 50 40 30 20 10 0 Persons 12+ P 6-11 Teens 12-17 P 18-34 P 18-49 P 25-54 P 35-54 P 55+ Austin Metro PPM, Avg Weekly Cume Rating by Demo, July 2010 24 2010 Arbitron Inc.
PPM Weekend Cume Rating(%) Sat-Sun 6a-12m 100 90 80 80.2 80.4 86.8 82.2 82.2 81.4 80.5 74.2 70 60 50 40 30 20 10 0 Persons 12+ P 6-11 Teens 12-17 P 18-34 P 18-49 P 25-54 P 35-54 P 55+ Austin Metro PPM, Avg Weekly Cume Rating by Demo, July 2010 25 2010 Arbitron Inc.
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 26 2010 Arbitron Inc.
AQH Persons Index PPM vs. Diary Top 20 PPM Stations vs the same Diary stations Austin Persons 12+ Persons 18-49 Persons 25-54 Mo-Su 6a-12m 91 90 85 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 27 2010 Arbitron Inc.
PPM Vs. Diary Hour-by-Hour Persons 12+ AQH Rating Comparison 25.0 PPM Diary 20.0 15.0 10.0 5.0 0.0 6A 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 28 2010 Arbitron Inc.
PPM Vs. Diary AQH Ratings By Daypart, P12+ 18 PPM 16 15.8 Diary 14.5 14.3 14 12 10.7 12.4 11.9 10 8 7.2 6.9 6 4 4.2 4.5 2 0 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 29 2010 Arbitron Inc.
Listening By Demo Monday-Friday 6AM-MID 22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54 20 18 16 AQH Rating 14 12 10 8 6 4 2 0 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 30 2010 Arbitron Inc.
Listening By Demo Sat-Sun 6AM-MID 22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54 20 18 16 AQH Rating 14 12 10 8 6 4 2 0 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 31 2010 Arbitron Inc.
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 1 2 3 5 4 PPM 3 1 2 5 4 Austin Metro July 2010 PPM to Spring 2010 Diary; AQH Persons 32 2010 Arbitron Inc.
Austin PPM AQH Ratings by Age/Sex 11.5 11 10.5 10 10.1 10.5 10.9 10 9.9 9.8 9.5 9.2 9.4 9 8.5 8 Men 18-34 Men 18-49 Men 25-54 Men 35-54 Women 18-34 Women 18-49 Women 25-54 Women 35-54 Austin PPM, July 2010 Data, Mon-Sun 6AM-MID 33 2010 Arbitron Inc.
As In Other Markets, The Employed Consume More Radio Monday-Friday 6AM-7PM 18 16 14 14.6 AQH Rating 12 10 8 6 43% difference 10.2 4 2 0 P 25-54 Employed Full-time P 25-54 Not Employed July 2010 PPM, AQH Rating by Demo, Mon-Fri 6AM-7PM 34 2010 Arbitron Inc.
Ratings by Employment Status Persons 25-54 18.0 16.0 14.0 12.0 AQH Rating 10.0 8.0 6.0 4.0 2.0 25-54 employed 25-54 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 25-54 full-time/part-time vs. not employed, AQH Rating 35 2010 Arbitron Inc.
Out-of-Home Listening By Employment Hour-by-Hour Persons 25-54, Mon-Fri 6a-12m Employed In Home Employed Out of Home 20 16 12 8 4 0 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% 36 2010 Arbitron Inc.
Ratings Are More Compressed In PPM Difference in AQH rating points between the number 1 station and the number 10 station Austin 18-34 Austin 18-49 Austin 25-54 Austin 35-54 Diary PPM Diary PPM Diary PPM Diary PPM M-F 6a-10a 1.1 0.5 1.5 0.3 1.2 0.3 1.0 0.5 M-F10a-3p 1.0 0.4 0.7 0.2 1.0 0.2 1.2 0.3 M-F 3p-7p 1.4 0.4 0.8 0.2 0.7 0.3 0.9 0.4 M-F 7p-12m 0.8 0.3 0.4 0.1 0.2 0.1 0.5 0.1 Sa-Su 6a-12p 1.0 0.4 0.5 0.1 0.3 0.2 0.4 0.2 Diary data based on Spring 2010 PPM data based on July 2010 37 2010 Arbitron Inc.
Austin Rank Positions Top Five Stations Represent Many Formats Persons 12+ Persons 18-34 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 25-54 Persons 35-54 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 38 2010 Arbitron Inc.
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 39 2010 Arbitron Inc.
Next steps 40 2010 Arbitron Inc. 05-RSS-567 7.06 7/05
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, 2010. 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 41 2010 Arbitron Inc.
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PPM Training Tools Market-Specific Web Sites Preference Level Trender FAQ Document PPM Passport for Agencies 43 2010 Arbitron Inc.
Explaining The Change In Currency 44 2010 Arbitron Inc.
Questions? Use the chat box on the lower right hand side of screen OR Send me an email: Carrie.Stein@Arbitron.com Jenny.Griffith@Arbitron.com 45 2010 Arbitron Inc.