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The Portable People Meter Getting Ready for Prime Time Results from the U.K. Field Test

The Portable People Meter Getting Ready for Prime Time Results from the U.K. Field Test Status of the U.S. Test Market The TVB Research Conference October 25, 2000 Bob Patchen VP, Research Standards & Practices The Arbitron Company. Agenda. Background - Why a Portable People Meter?

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The Portable People Meter Getting Ready for Prime Time Results from the U.K. Field Test

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  1. The Portable People Meter • Getting Ready for Prime Time • Results from the U.K. Field Test • Status of the U.S. Test Market • The TVB Research Conference • October 25, 2000 • Bob Patchen • VP, Research Standards & Practices • The Arbitron Company

  2. Agenda • Background • - Why a Portable People Meter? • - Research Design for the U.K. Test • Results from the U.K. PPM Test • - Panel Cooperation and Compliance • - Media Exposure Data • The U.S. Test Panel • - Current Status • - Analysis and Reporting Plans

  3. How will we survive the coming explosion in media choices? • The complex multimedia landscape of the 21st century promises new opportunities, and new challenges, for advertisers, agencies and broadcasters. • Audience researchers must provide viable new solutions for tracking and understanding consumers’ multimedia behaviors, or risk becoming irrelevant.

  4. One promising solution:The Portable People Meter (PPM)

  5. Why a Portable People Meter? • Simple and appealing for consumers • Single-source multimedia measurement • Bigger samples • Passive detection of exposure • Each source uniquely identified • All modes of electronic delivery • In-home and out-of-home exposure Measures the person, not the appliance . . .

  6. The Large-Scale U.K.Test • Follow-up to successful 1998 pilot • July, 1999 through April, 2000 • Purpose: • - Extended test of system technology • - Extended test of panelist compliance • - First look at audience data

  7. Test Design • Manchester, England • 300 persons age 6 and older • Broadcast signals encoded: • - AM, FM, & Long Wave radio • - National and Local Broadcasting • - Terrestrial TV • - Satellite & Cable • - Analog & Digital • - Internet Radio

  8. Radio Key 103 Century 105 Magic 1152 Galaxy 102 Classic FM Jazz FM 100.4 Atlantic 252 Talk Radio UK BBC GMR Radio City 96.7 Virgin (Internet also) Participating Broadcasters • Television • BBC 1 • BBC 2 • Granada (ITV) • Channel 4 • Channel 5 • B-Sky-B (Sky One) • Carlton (Food Network)

  9. Technology Findings • Encoders • - Widely accepted by broadcasters • - Over 200,000 hours of reliable operation • - Manufacturing defect found & resolved • Household Components • - Easy, quick installation • - Reliable docking & motion detection • - Successful data communication

  10. Panel Cooperation and Compliance

  11. Sampling & Recruitment • Random telephone enumeration survey • “Recruits” sampled from stratified frame • Mail and telephone recruitment • Recruitment cooperation rate = 44% • In-person installation by interviewers • 300 persons age 6+ in 140 households

  12. Installed panel in-line with universe The installed panel percents were close to the universe on all 7 control variables: • Household size • Presence of children • Age of head-of-household • Employment status of head-of-household • Number of TV sets • Cable/satellite status • Social class

  13. Three Simple Rules • Keep your meter with you • Keep the green light on • Recharge your meter at bedtime Note: PPM works to detect codes even when docked

  14. Weekday Weekend Undock Dock Undocking and docking times 7:39AM 9:09AM 11:06PM 11:25PM Median times, November, 1999

  15. Meters were undocked nearly all day Median Hours Meters Were Undocked Per Day Time out of the dock

  16. Meters were worn almost all the time 14:52 14:15 Median Hours Meters Were Undocked Per Day Median Hours Meters Were Worn Each Day Time in motion • Meters were undocked nearly all day

  17. Men and women complied equally well with the PPM tasks

  18. Compliance was generally good across all age groups

  19. Compliance was consistent across social class categories

  20. Detecting Media Exposure 20 • All encoded stations detected by panel • 1.5 million codes detected per week (total) • 36,000 media events per week (total) • About 120 events per person, per week • Daily reports of listening and viewing

  21. A day in the life of a personal meter Example: Male, age 51, 8A-Mid., Nov. 25 ‘99 12 Chan 5 11 Chan 4 10 ITV 9 BBC TV2 8 BBC TV1 7 Talk 6 Magic 5 Key 4 Classic 3 Jazz FM 2 Galaxy 1 0 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0:00 Time

  22. A month in the life of a personal meter Example: Female, age 45, Nov. ‘99 12.00 TV Radio 10.00 8.00 Hours of media exposure 6.00 4.00 2.00 .00 M W F M W F M W F M W F 11/03/1999 11/04/1999 11/05/1999 11/06/1999 11/08/1999 11/09/1999 11/10/1999 11/11/1999 11/12/1999 11/13/1999 11/14/1999 11/15/1999 11/16/1999 11/17/1999 11/18/1999 11/19/1999 11/20/1999 11/21/1999 11/22/1999 11/23/1999 11/24/1999 11/25/1999 11/26/1999 11/27/1999 11/02/1999 1/01/1999 1/07/1999

  23. The power of multi-media ratings • Radio station campaign on local ITV • 29 spots aired September 8-18, 1999 • What % of total panelists were exposed to at least one spot on ITV? • What % of those exposed listened to the radio station the next day? • What % were exposed, listened the next day, and were new or infrequent listeners? In other words . . . did it work?

  24. Exposed to spot 51% What % of total panelists saw the radio station spot on TV? • Over half saw the radio spots Total panelists

  25. Listened to radio station 24% Of those who saw the spots, who listened the next day? • One in four listened Exposed to spot

  26. New or infrequentlisteners 38% What % were new or infrequent listeners? • Over a third who listened were new Listened to radio station next morning

  27. Television Viewing Comparisons • PPM vs. BARB set-top people meters • Hourly AQH persons ratings (6AM-6AM) • AQH defined at “average minute” level • Encoded commercial channels only • Total persons age 6+ • November 1999 • Weekdays, weekends

  28. PPM vs. Set-Top People Meters:Monday-Friday BARB Commercial TV PPM Commercial TV

  29. PPM vs. Set-Top People Meters:Saturday-Sunday BARB Commercial TV PPM Commercial TV

  30. Overall Conclusions from U.K. Test 27 • The PPM technology worked well • Panelists cooperated with the PPM tasks • PPM ratings effects need further study • Overall results are very encouraging and support taking the next research step • U.S. test is needed to confirm and expand upon U.K. findings

  31. U.S. test market now underway 28 • Philadelphia DMA • 75 encoded Radio, TV, Cable channels • Representative, projectable consumer panel • Comprehensive systems and methods test

  32. Implementation in two stages 28 Stage One • Wilmington Radio Metro (in Phil. DMA) • 300 persons age 6 and older • “Total market” ratings only • Results early in 2001 Stage Two • Expand panel to cover Philadelphia DMA • Bigger sample, more detailed ratings • Results early in 2002

  33. Stage One: Progress to Date 28 Media Participation • All 38 invited radio stations • All 8 local TV stations • Top 25 cable services & networks Fieldwork • 1,400 Hh enumeration survey completed • Meter installation to start later this year • Encoder installation is already underway

  34. “On the air” as of October 12, 2000 • 32 radio stations • 2 television stations • 7 cable services and networks

  35. Initial reports planned for U.S. test Technical quality measures • Meters detecting encoded stations? • Meters reporting properly each day? • Appropriate editing & crediting rules? Panel Quality Measures • Sample representativeness • Recruitment cooperation rates • Meter undocking and docking times • Hours worn per day

  36. Next stage: ratings comparisons • Prerequisite: satisfaction with panel quality and cooperation Total market audience ratings • Radio compared to Arbitron data • TV, Cable compared to NMR data • By demo and daypart • AQH and cume persons ratings • Time spent viewing & listening Stay tuned!

  37. Thank you!

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