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Comparing Person Cumes Internet, Public Radio and TV

This study compares the reach and qualifying metrics of Internet, public radio, and TV audiences. It explores measurement periods, units of measurement, and metrics for November 2008. The study also compares weekly media audiences in Cleveland, KQED, WNET, and OPB.

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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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