Measuring the Impact of

Traditional Media

Anatomy of a Baseball Broadcast

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

1952 World Series - Game 6

1952 World Series - Game 6

– Nearly all measures were the same except:

• 30 fewer minutes of commercials

• No instant replay

Impact of Traditional Media

• Strengths of traditional media

Impact of Traditional Media

• Strengths of traditional media

• Audience measurement

Impact of Traditional Media

• Strengths of traditional media

• Audience measurement

• The future (media centric content

centric?)

Traditional Media in Jeopardy

TV is Dead

How To Save Radio

Newspaper In Decline

Myth or Reality?

Video Consumer Mapping Study

(VCMS)Ball State University Media Center

http://cms.bsu.edu/Academics/CentersandInstitutes/CMD/InsightandResearch/C

apabilities/ProjectGallery/VideoConsumerMappingStudy.aspx

Video Consumer Mapping Study

• Consumer-centric

• Media neutral

• 4 screen study

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

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

Self-reported vs. Observed

AVERAGE DAILY MINUTES OF SCREEN MEDIA BY AGE GROUP

Consumers Accumulated Screen TimeAverage Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008

All participants, including non-users of various media, including concurrent media exposure

Share and Ranking of Average Daily Minutes for Screen Media

Nonconcurrent Usage

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)

Measurement of Traditional

Media

Radio

• Portable medium

• Typically the 2nd highest reach medium in

a market

• Good local market medium with lower

production costs than TV

Radio Audience Measurement

• Dairy (active)

• Portable People Meters (passive)

Diary (Arbitron)

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

Station Encoder & Monitor

Analog Encoder

Digital Encoder

SDI Encoder

PPM

Meter Base Station

Portable Recharger

ThePPM System in Action

Diary vs. Meters

• High rated stations yield lower ratings with

PPMs

• Smaller stations increase in ratings

• More stations are reported

• More dayparts have ratings

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."

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?

Unit of Measurement-Rating

• 1 rating point=

1% of the target

audience

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

Future of Radio Measurement

• PPM penetration

TV Attributes

• Mass reach medium

• Intrusive

• Accesses all learning modalities

• 99% US household penetration

TV Audience Measurement

• Diary (active)

• Set meters (passive to the household)

• People meters (active to the individual)

Diary (Nielsen)

Additional Information

Meters

Meter vs. Diary

Peoplemeters

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.“

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?

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?

Arbitron Measuring TV

Unit of Measurement-Rating

• 1 rating point is equivalent to reaching 1%

of the target population

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

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

Newspaper Attributes

• Considered a mini-mass media vehicle

• Local market focused

• Reaches and older, more affluent

demographic

• Good flexibility

Newspaper Measurement

Paid subscribers

Audit statements (ABC, BPA, CNA)

Media Audit, Scarborough

MRI (large newspapers)

Newspaper Publishers Association research

Web stats

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?

Future of Measurement

Magazine Attributes

• Portable

• Potentially large pass- along audiences

• Controlled circulations (B2B)

• Content specific (epicurean, rock climbing,

parenting)

Magazines

– Paid subscribers

– Audit statements (BPA, ABC)

– Media Audit, Scarborough

– MRI, Simmons, Ipsos

– Web stats

Online without Offline

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…"

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?

Unit of Measurement

• Target audience composition

• Target audience reach %

• Target audience persons (000)

• Household penetration

Outdoor Attributes

• Location based

• Larger than life

• Digital expands capabilities

Unit of Measurement

• DEC (daily effective circulation)

• Eyes On measurement (new to the

industry)

• Geographic proximity

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?

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

Questions ?