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Know more

Know more. What you can do with PPM radio data. PPM is different. Well, one thing’s the same: BBM Canada asks people to take part in a survey. Here’s what’s different: Pretty much everything else. um. (Some) changes. Continuous Passive Panel. One change in more detail.

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Know more

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  1. Know more What you can do with PPM radio data

  2. PPM is different Well, one thing’s the same: BBM Canada asks people to take part in a survey Here’s what’s different: Pretty much everything else

  3. um

  4. (Some) changes Continuous Passive Panel

  5. One change in more detail Continuous means one survey per day every day measured every minute of every day measured

  6. One change in a bit more detail One survey per day changes trading programming marketing promotions inventory management

  7. One change in even more detail Trading changes affect time period used current (diary) assumptions pricing

  8. It’s a new world

  9. (sorry)

  10. Option 1

  11. Option 2

  12. What Analytics offers • Help – we want to make it easier • Experienced partners of the radio industry • Three software applications: • 1) Airware PPM • 2) microPPM • 3) InfoSys Radio • www.bbmanalytics.ca

  13. Know more about whatKnow more about whoKnow more about how

  14. Know more about whatKnow more about whoKnow more about how

  15. Why knowing more about ‘what’ is good • More accountability • More measured inventory • More ability to monitor

  16. More accountability

  17. More accountability • More measurement = less guesswork • Less guesswork = fewer arguments

  18. More measured inventory • Life doesn’t always match up with diary sweeps • New opportunities • Overnight • Special events (e.g. concerts) • All sporting events • Etc! • More suitable matching of station and brand • e.g. seasonality of stations matched to seasonality of brands

  19. More ability to monitor Days Station A, A18-49, daily vs 13 week average daily cume, M-Su, 5a-1a

  20. More ability to monitor • No surprises - wipers on constant • Campaign • Station • Re-examine assumptions • Peak times • Timing and placement of stop-sets, features • Timing and placement of programming • Programming within programming • Broader brush and also finer detail

  21. Broader brush

  22. Know more about whatKnow more about whoKnow more about how

  23. Why knowing more about ‘who’ is good • More efficient targeting • More ways of tracking listeners

  24. More efficient targeting • Limits of purely demographic targeting • Behavioural targeting • Targeting based on listening

  25. Target based on listening • Sponsorship • Profile hockey listeners …. ….. with shocking results! (Young men who like pubs, the internet and fast food) • Find out what else they listen to • Top 40 drivetime, day • Heavy Sunday listening (2nd most listened-to day after Saturday) • etc

  26. More ways to track listeners • You have to track before you can hunt! • Examine listening composition of your audiences • e.g. terciles, quintiles, etc • Track groups based on listening habits

  27. Light listeners 12+, Daily cume %

  28. Cross-promotional opportunities 12+, Daily cume %

  29. What do A’s ‘non-listeners’ listen to? A’s sister station 12+, M-Su 2a-2a

  30. Know more about whatKnow more about whoKnow more about how

  31. Why knowing more about ‘how’ is good • More insight into what’s behind the headlines • More insight into the ‘character’ of a station • More ability to affect change

  32. More insight into what’s behind the headlines • Different ways to get to the ‘headline’ statistics • Finding out more can help differentiate a station • Can provide new perspectives on a station or format

  33. More ways to differentiate

  34. More insight into a station’s ‘character’ Similar formats, A25-54, based on share of minutes

  35. More ability to affect change 12+

  36. Know more about whatKnow more about whoKnow more about how

  37. A few thoughts to ponder

  38. Questions • How will we buy and sell in a PPM world?

  39. Questions • What is our ‘elevator pitch’? • Who needs to know what in our organization?

  40. Questions • Will our research functions change? • Will more be asked of research?

  41. By the way RTS is not going away!

  42. This is all very interesting, but so what?

  43. Money = tight

  44. Your poor soul Client/boss This says ‘slaves’

  45. 1 reason Money It’s more important than ever to demonstrate insight effectiveness accountability

  46. Conclusion • PPM data, and BBM Analytics’ software, help you know more • About what • About who • About how • Knowing more is a good thing

  47. thank youwww.bbmanalytics.ca

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