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Comparing Person Cumes Internet, Public Radio and TV

Comparing Person Cumes Internet, Public Radio and TV. An Experimental Investigation by TRAC Media Services Kristen Kuebler Craig Reed. Bringing Metrics Together: Reach. Qualifying: Web is 1 sec vs 5 mins for Radio & TV Measurement Period: Web uses 28 day vs avg week for Radio & TV

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Comparing Person Cumes Internet, Public Radio and TV

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  1. Comparing Person CumesInternet, Public Radio and TV An Experimental Investigation by TRAC Media Services Kristen Kuebler Craig Reed

  2. Bringing Metrics Together: Reach • Qualifying: • Web is 1 sec vs 5 mins for Radio & TV • Measurement Period: • Web uses 28 day vs avg week for Radio & TV • Convert web to average weekly too. • Units: • Web measures computers (IP address) vs people 18+

  3. Metrics: November 2008 Sweep • Radio estimates are PPMs for people 18+. • TV estimates are LPMs for people 18.+ • Internet numbers are from Google Analytics for Oct 30th to Nov 26th. • Measure is for “Absolute Unique Visitors” for an average Nielsen week (Thursday through Wednesday).

  4. Weekly Media Audiences Cleveland Persons Cume November 2008 Sources: Google Analytics, Arbitron and Nielsen Media

  5. Weekly Person Estimates for KQEDFebruary 2009 Sources: Google Analytics, Arbitron and Nielsen Media

  6. November 2008 Person Estimates for NY DMA(Avg Weekly Cume for 18+ Persons) Sources: Google Analytics, Arbitron and Nielsen Media

  7. Comparing Person Estimates KQED and WNETFebruary 2009 Sources: Google Analytics, Arbitron and Nielsen Media

  8. Weekly Person Estimates for OPBPortland DMA 18+ Person Cumes November 2008 *KOAB, KOAC, KOPB, KRBM, KOBK,KOGL, KTMK,KTVR Portland DMA Area ** Analog signal only. MOPB digital would add 46,993 18+ persons Sources: Google Analytics, Arbitron and Nielsen Media

  9. Comparing stations’ web reach Web and Broadcast Weekly Cume * Based on TV cume

  10. Observations • On air promotion drives web traffic • Public media websites are young • Public media web needs purpose/content • No new metrics to measure web usage • X-platform comparison possible not perfect

  11. The Future • Geography: Use within DMA • TSV & ratings • Dayparts, content titles & types • Now: like looking at so-so cume and popouts • X-platform cume measure

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