Arbitron Releases First "Currency" Radio Ratings Data from the Philadelphia Portable People Meter Service.Radio enters a new era of increased accountability to its advertisers; African-Americans have highest time spent with radio and highest overall persons using radio ratings; New insight: PPM says radio is a "working persons" medium; Average audience composition confirms targetability of the radio formats NEW YORK New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of -- Arbitron Inc. (NYSE NYSE See: New York Stock Exchange :ARB) today released the first "currency" radio ratings from the Philadelphia Portable People Meter The Portable People Meter (sometimes mistakenly "Personal People Meter") or PPM, is a device developed by Arbitron to measure how many people are listening (or at least exposed) to individual radio stations and television stations, including cable TV. (TM) radio ratings service Ratings Service A company, such as Moody's or Standard & Poor's, that rates various debt and preferred stock issues for safety of payment of principal, interest, or dividends. , officially inaugurating the era of electronic measurement of radio audiences in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . The March Portable People Meter (PPM(TM)) survey ratings, covering March 8 through April 4, is being delivered to subscribing radio stations, agencies and advertisers to be used in the buy/sell process for radio commercial time and as the basis for making programming decisions. Philadelphia is the first radio market in the United States to be measured by the Arbitron Portable People Meter system, an electronic audience measurement technology that has been in U.S. market trials since 2001. Over the next three years, the Years, The the seven decades of Eleanor Pargiter’s life. [Br. Lit.: Benét, 1109] See : Time Portable People Meter is scheduled to be deployed in the top 50 markets in place of the paper and pencil diary method that the company has employed to collect radio audience estimates since 1965. Radio gains a new level of accountability "This is an important day for the American radio industry. Radio advertisers have been united in their desire for radio to enhance its accountability by adopting electronic measurement of radio audiences," said Steve Morris Steve 'Slippery' Morris was an Australian rugby League footballer. A halfback, Morris played for the Dapto club. In the 1978 season he gained selection in the New South Wales Country Rugby League side and was then chosen to represent Australia, making Morris the last player , president and chief executive officer, Arbitron Inc. "We believe advertisers will have increased confidence in the medium, thanks to the increased accountability that electronic measurement delivers. Stations will have new audience insights to make improvements to their programming and broadcasters will be better able to garner incremental Additional or increased growth, bulk, quantity, number, or value; enlarged. Incremental cost is additional or increased cost of an item or service apart from its actual cost. revenue from new and existing advertisers," said Mr. Morris. "We've already seen in our previously published studies of Portable People Meter estimates that radio audiences during commercials are far higher than anyone suspected." African-American radio listening highest in terms of key listening metrics metrics Managed care A popular term for standards by which the quality of a product, service, or outcome of a particular form of Pt management is evaluated. See TQM. PPM data in Philadelphia continues to show that radio delivers consistently high levels of weekly and daily Cume audiences. The PPM also indicates that African-Americans spend more time listening to radio than other consumer segments of the Philadelphia market. [TABLE OMITTED] How to read: the average audience for radio in any given quarter-hour during the Monday-Sunday 6:00am to Midnight daypart is 9.1 percent of all Persons, age 6 and older. Over the course of a week, 96.3 percent of all Persons, age 6 and older, listen to radio. PPM Reveals New Sales Paradigm for Radio: The Medium That Delivers Consumers Who Work Full Time One compelling new finding indicated by the Portable People Meter ratings (at least in Philadelphia) is the dramatic increase in the composition of the radio audience (persons 18+) who are employed Full Time compared to what was reported by the radio diary. [TABLE OMITTED] FT=Full Time. For clarity, the table does not include Employed Part Time. As with the overall population, radio's "working persons" advantage also applies for the African-American listener, but to a larger degree in the PPM ratings data. The PPM data in Philadelphia indicate that the composition of the average quarter-hour radio audience for black persons 18+ is significantly higher than what diary-based radio ratings had previously indicated. PPM AQH AQH Average Quarter Hour (radio ratings) AQH American Quarter Horse AQH Average Quarter of an Hour (advertising) Composition Confirms Targetability of the Radio Formats "Just as we have seen in our test markets, the Philadelphia March 2007 ratings show significant growth in the total audience reach of individual radio stations. That means advertisers can now turn to radio for something that they prize: the ability to deliver reach against a specific target audience," said Pierre Bouvard, president, Sales and Marketing, Arbitron Inc. "We also see that, even as individual station Cume audiences have increased, radio still maintains its targetability." [TABLE OMITTED] Example station by format Composition Men Women Classic Rock AQH % 68.5 32.1 All Sports AQH % 81.5 18.5 Hot Adult Contemporary AQH % 33.3 66.7 "The PPM ratings data clearly say that if you want an efficient ad schedule to reach your target audience, you need to consider stations and formats that deliver the highest percentage of AQH composition for your target audience. For example, you can't effectively reach African-Americans without urban radio," said Julian Davis, director, Urban Media Services, Arbitron Inc. PPM Turnover Measure Highlights Listener Loyalty by Market Segment A radio industry metric called "turnover" is another means of highlighting radio station listener loyalty. The PPM data indicate that listeners to African-American stations have the highest loyalty to the radio stations they listen to. [TABLE OMITTED] How to read: turnover is the ratio of the total number listeners in a daypart to the average number of listeners in any given quarter-hour of that daypart. The lower the number, the more "loyal" the listener. "As with all media research, some estimates of radio audience behavior will vary from one market to the other," noted Mr. Davis. "That said, we believe the industry should be encouraged by the positive findings for the medium that the Portable People Meter is indicating." More Analyses for All Formats and Segments of the Radio Industry to Come Arbitron's goal is to help the industry better understand the dynamics of electronic measurement and what new insights and advantages that electronic measurement offers radio and all radio formats. Additional analyses will be released over the coming weeks and months. Status of the Media Rating Council[R] Audit and Accreditation accreditation, n a process of formal recognition of a school or institution attesting to the required ability and performance in an area of education, training, or practice. Process in Philadelphia The Portable People Meter radio ratings in Philadelphia are not accredited accredited recognition by an appropriate authority that the performance of a particular institution has satisfied a prestated set of criteria. accredited herds cattle herds which have achieved a low level of reactors to, e.g. by the Media Rating Council. Arbitron has submitted the Philadelphia Portable People Meter radio ratings service for accreditation by the MRC See Maximum return criterion. . To date, the Philadelphia PPM radio ratings service has undergone an audit by the audit firm appointed by the MRC for this purpose. Audit reports have been presented to the PPM audit subcommittee sub·com·mit·tee n. A subordinate committee composed of members appointed from a main committee. subcommittee Noun of the MRC. The accreditation process continues. About the Portable People Meter The Arbitron Portable People Meter(TM) system uses a passive audience measurement device - about the size of a small cell phone - to track consumer exposure to media and entertainment, including broadcast, cable and satellite television; terrestrial Dealing with the earth. See terrestrial link. , satellite and online radio as well as cinema advertising and many types of place-based electronic media. Carried throughout the day by randomly selected survey participants, the PPM(TM) device can track when and where they watch television, listen to radio as well as how they interact with other forms of media and entertainment. The PPM detects inaudible codes embedded Inserted into. See embedded system. in the audio portion of media and entertainment content delivered by broadcasters, content providers and distributors. At the end of the day, the meter is placed in a docking station (1) A cradle for a portable device that serves to charge the unit and connect it to other sources or destinations. For example, an iPod docking station charges the iPod and connects it to a computer, speakers or TV set. that extracts the codes and sends them to a central computer. The PPM is equipped with a motion sensor A device that measures or detects a real-world condition, such as motion, heat or light and converts the condition into an analog or digital representation. An optical sensor detects the intensity or brightness of light, or the intensity of red, green and blue for color systems. , a patented quality control feature unique to the system, which allows Arbitron to confirm the compliance of the PPM survey participants every day. About Arbitron Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media - radio, television, cable, online radio and out-of-home - as well as advertisers and advertising agencies in the United States and Europe. Arbitron's core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter(TM), a new technology for media and marketing research. Arbitron's marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland Columbia is a census-designated place and planned community in Howard County, Maryland, United States. It is a suburb of Baltimore, and, to a lesser degree, Washington, DC. It began with the idea that a city could enhance its residents' quality of life. . Arbitron has approximately 2,100 employees; its executive offices are located in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . Through its Scarborough Research joint venture with The Nielsen Company The Nielsen Company is a global information and media company. It was formed in 1964 through the merger of two Dutch publishing companies De Spaarnestad and Cebema. Its original name was Verenigde Nederlandse Uitgeversbedrijven , Arbitron provides additional media and marketing research services to the broadcast television, newspaper and online industries. Portable People Meter(TM) and PPM(TM) are marks of Arbitron Inc. Media Rating Council[R] and the "double checkmark" logo design are registered marks of the Media Rating Council. |
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