The State Of The Audience
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- Marilynn Hall
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1 The State Of The Audience What we know and what we don t. Dave Sullivan, Manager PPM Client Services, RRC
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3 Report Specifications Methodology Geography Survey Period Demographics Estimate Daypart Station(s)
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5 Measured Media Streams are measured! Must meet Minimum Reporting Standard Total Line Reporting?
6 NRD Trends A five-year Spring trend for a subset of stations by format from PPM markets
7 AAA Nielsen, NRD, Spring Quarters 2012thru 2016, Persons 12+, M-Su 6a-12a, 16 Stations 60,000 AAAAnalysisTotal Persons12+ M-Su6a-12mAQHPersons 52,900 50,000 49,100 47,100 46,800 42,400 40,000 30,000 20,000 10,000 0 Spring2012 Spring2013 Spring2014 Spring 2015 Spring 2016 PreparedByRRC FromData NielsenAudio
8 Classical Nielsen, NRD, Spring Quarters 2012thru 2016, Persons 12+, M-Su 6a-12a, 26 Stations 180, , ,000 ClassicalAnalysisTotal Persons12+ M-Su6a-12m AQHPersons 158, , , , , , ,000 80,000 60,000 40,000 20,000 0 Spring2012 Spring2013 Spring2014 Spring 2015 Spring 2016 PreparedByRRC FromData NielsenAudio
9 Jazz Nielsen, NRD, Spring Quarters 2012thru 2016, Persons 12+, M-Su 6a-12a, 17 Stations 60,000 JazzTotalPersons12+ M-Su6a-12m AveragePersons 50,000 49,100 50,800 45,000 44,500 40,000 40,200 30,000 20,000 10,000 0 Spring2012 Spring2013 Spring2014 Spring 2015 Spring 2016 PreparedByRRC FromData NielsenAudio
10 News Nielsen, NRD, Spring Quarters 2012thru 2016, Persons 12+, M-Su 6a-12a, 48 Stations 500,000 News AnalysisTotal Persons12+ M-Su6a-12mAQHPersons 450, , , , , , , , , , , , ,000 50,000 0 Spring2012 Spring2013 Spring2014 Spring 2015 Spring 2016 PreparedByRRC FromData NielsenAudio
11 News Nielsen, PPM, 44 Markets, 48 Stations, July 15 thru June 16, P 12+, M-Su 6a-12a 16.0 AvgWeeklyCume RatingforNews Stations Average Min Max PreparedByRRC FromData NielsenAudio
12 News Nielsen, PPM, 44 Markets, 48 Stations, July 15 thru June 16, P 12+, M-Su 6a-12a 7:12 AvgWeeklyTime SpentListeningforNews Stations 6:00 5:45 4:48 3:55 3:36 2:24 2:00 1:12 0:00 Average Min Max PreparedByRRC FromData NielsenAudio
13 News Nielsen, PPM, 44 Markets, 48 Stations, July 15 thru June 16, P 12+, M-Su 6a-12a 30.0 AvgWeeklyOccasions fornews Stations Average Min Max PreparedByRRC FromData NielsenAudio
14 News Nielsen, PPM, 44 Markets, 48 Stations, July 15 thru June 16, P 12+, M-Su 6a-12a 0:23 AvgWeeklyTime SpentperOccasion fornews Stations 0:20 0:20 0:17 0:14 0:12 0:11 0:08 0:07 0:05 0:02 0:00 Average Min Max PreparedByRRC FromData NielsenAudio
15 AAA Nielsen, PPM, 15 Markets, 16 Stations, July 15 thru June 16, P12+, M-Su 6a-12a 60% Age Cell Composition of AAA Stations 50% 48% 40% 44% 38% 40% 30% 24% 27% 20% 10% 0% 19% 17%17% 13% 11% 11% 7% 5% 5% 5% 4% 3% 3% 3% 2% 1% 1% 1% 0% 0% Average Min Max % PreparedByRRC FromData NielsenAudio
16 Classical Nielsen, PPM, 26 Markets, 26 Stations, July 15 thru June 16, P12+, M-Su 6a-12a 80% Gender Composition of ClassicalStations 72% 70% 66% 60% 52% 50% 48% 40% 35% 30% 28% 20% 10% 0% Average Min Max Male Female PreparedByRRC FromData NielsenAudio
17 Jazz Nielsen, PPM, 17 Markets, 17 Stations, July 15 thru June 16, P12+, M-Su 6a-12a 100% Ethnic Compositionof Jazz Stations 95% 90% 84% 80% 70% 60% 52% 50% 45% 40% 36% 30% 20% 10% 0% 12% 6% 4% 1% Average Min Max Other Black Hispanic/All PreparedByRRC FromData NielsenAudio
18 News Nielsen, PPM, 44 Markets, 48 Stations, July 15 thru June 16, P 12+, M-Su 6a-12a 12.0 Daypart Shares for News Stations Average Min Max M-F 6a-7p M-F 6a-10a MF 10a3p M-F 3p-7p MF 7p12a Sa-Su6a-12m PreparedByRRC FromData NielsenAudio
19 Classical Nielsen, PPM, 26 Markets, 26 Stations, July 15 thru June 16, P12+, M-Su 6a-12a 90% P1 forclassicalstations 82% 80% 70% 71% 60% 58% 58% 50% 47% 40% 36% 36% 30% 28% 20% 20% 10% 0% Average Min Max %P1 AQH %P1 Avg Daily Cume %P1 Avg Weekly Cume PreparedByRRC FromData Nielsen Audio
20 Classical Nielsen, PPM, 26 Markets, 26 Stations, July 15 thru June 16, P12+, M-Su 6a-12a 35.0 P1 Occasions forclassicalstations Avg Daily Occasions Avg Weekly Occasions P1 Avg Daily Occasions P1 Avg Weekly Occasions PreparedByRRC FromData Nielsen Audio
21 Person Using Radio An eleven-year trend of the sum of AQH Persons from PPM and Diary markets
22 Nationwide Nielsen, Nationwide, SpringQuarters 2006 thru 2016, Persons 12+, M-Su 6a-12a, Persons UsingRadio 15.0 NationwidePUR 12+ isup 2%Spring2016 versusspring PreparedByRRC FromData Nielsen Audio
23 Nationwide Nielsen, Nationwide, SpringQuarters 2006 thru 2016, Persons 12+, M-Su 6a-12a, Persons UsingRadio 15.0 DiaryPUR however,isdown 1% fromspring PreparedByRRC FromData Nielsen Audio
24 Nationwide Nielsen, Nationwide, SpringQuarters 2006 thru 2016, Persons 12+, M-Su 6a-12a, Persons UsingRadio 15.0 That's because PPMPUMMis WAYUP 8%forSpring PreparedByRRC FromData Nielsen Audio
25 Election Trends An eight year trend of the Fall quarter for select news stations from PPM Markets
26 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 800,000 WAMU-FMAVGWKCume 717, , , , , , , , , , , , , , ,000 0 Fall 2008 Fall2009 Fall2010 Fall2011 Fall2012 Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
27 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 400,000 WAMU-FMAVGDailyCume 350, , , , , , , , , , , , , ,000 50,000 0 Fall 2008 Fall2009 Fall2010 Fall2011 Fall2012 Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
28 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 35,000 WAMU-FMAQHPersons 31,000 31,900 30,000 29,100 28,600 25,000 24,700 22,900 22,200 20,000 19,500 15,000 10,000 5,000 0 Fall 2008 Fall2009 Fall2010 Fall2011 Fall2012 Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
29 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a WAMU-FMShare% Fall 2008 Fall2009 Fall2010 Fall2011 Fall2012 Fall2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
30 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a WAMU-FMAWTE Fall 2008 Fall2009 Fall2010 Fall2011 Fall2012 Fall2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
31 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 900,000 WNYC-FM AVGWKCume 800, , , , , , , , , , , , , , , ,000 0 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 NY Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
32 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 450,000 WNYC-FM AVGDailyCume 421, , , , , , , , , , , , , , ,000 50,000 0 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 NY Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
33 Election Nielsen, PPM, Metro, Fall Quarters 2008 thru 2015, Persons 6+, M-Su 6a-12a 40,000 WNYC-FM AQHPersons 35,000 34,800 36,000 30,000 28,600 28,800 25,000 23,600 26,100 25,300 24,600 20,000 15,000 10,000 5,000 0 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 NY Fall 2013 Fall 2014 Fall 2015 PreparedByRRC FromData Nielsen Audio
34 News Affects All Formats Music stations gain and lose listening by what s happening in the news
35 Prince Nielsen, PPM, Minneapolis,Metro, Persons 6+, M-Su 6a-12a, KCMP-FM 180,000 The CurrentAVGDailyCume by Weekfor , , , , ,000 80,000 60,000 40,000 20,000 0 PreparedByRRC FromData Nielsen Audio
36 Prince Nielsen, PPM, Minneapolis,Metro, Persons 6+, M-Su 6a-12a, KCMP-FM 12,000 The CurrentAQHPersonsby Weekfor ,000 10,100 8,000 6,000 4,000 2,000 0 PreparedByRRC FromData Nielsen Audio
37 Prince Nielsen, PPM, Minneapolis,Metro, Apr/May/Jun 2016, P6+, M-Su 6a-12a,KCMP-FM, AQH Persons 11,800 12,200 7,300 7,200 7,400 7,900 9,900 8,700 8,900 9,200 10,200 9,100 5,500 3,800 4,000 2,800 2, ,000 The CurrentHour-By-HourforSpring2016 equaled 7,200 AQHPersons 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Mo-Fr 6A-7A Mo-Fr 7A-8A Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr 8A-9A 9A-10A 10A-11A 11A-12P 12P-1P Mo-Fr 1P-2P Mo-Fr 2P-3P Mo-Fr 3P-4P Mo-Fr 4P-5P Mo-Fr 5P-6P Mo-Fr 6P-7P Mo-Fr 7P-8P Mo-Fr 8P-9P Mo-Fr Mo-Fr Mo-Fr 9P-10P 10P-11P 11P-12A PreparedByRRC FromData Nielsen Audio
38 Prince Nielsen, PPM, Minneapolis,Metro, April , P6+, M-Su 6a-12a, KCMP-FM, AQH Persons 40,000 AQH Persons for The Current DOUBLED on April 21st,2016 to 14,600! 38,400 36,600 30,000 27,000 26,300 25,600 27,200 20,000 16,500 12,200 11,200 10,000 6,400 7,700 8,700 3,900 4,000 2,300 4,200 3,400 1,700 0 Mo-Fr 6A-7A Mo-Fr 7A-8A Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr Mo-Fr 8A-9A 9A-10A 10A-11A 11A-12P 12P-1P 1P-2P Mo-Fr 2P-3P Mo-Fr 3P-4P Mo-Fr 4P-5P Mo-Fr 5P-6P Mo-Fr 6P-7P Mo-Fr 7P-8P Mo-Fr 8P-9P Mo-Fr Mo-Fr Mo-Fr 9P-10P 10P-11P 11P-12A PreparedByRRC FromData Nielsen Audio
39 KOPB Stream, The Last Year 18,000 16,000 15,800 14,000 12,900 14,200 13,500 14,700 14,500 13,900 13,500 13,600 13,800 13,800 13,300 13,400 12,000 11,700 11,700 11,700 11,500 10,800 12,200 12,700 12,900 12,800 12,700 12,700 12,400 10,000 10,500 8,000 6,000 4,000 2, , ,000 1, , NOV DEC HOL JAN FEB MAR APR MAY 2016 JUN JUL AUG SEPT OCT KOPB-FM AQH Persons KOPB-FM Stream AQH Persons Analysis Total AQH Persons
40 DIGITAL AUDIO October 2016
41 NIELSEN'S FOCUS: DELIVERING TOTAL AUDIO RADIO CONNECTED DEVICES PC TABLET SMARTPHONE Linear Content & Ads Content Copyright 2014 The Nielsen Company. Confidential and proprietary. Different or Dynamic Ads 41
42 Digital AUDIO: a key COMPONENT of total AUDIO Comprehensive measurement of Digital Audio Station Streams E-Radio On-Demand Custom Copyright 2014 The Nielsen Company. Confidential and proprietary. Across all platforms and devices. Computer Phone Tablet Connected Devices 42
43 THE SOFTWARE DEVELOPMENT KIT (SDK) Copyright 2014 The Nielsen Company. Confidential and proprietary. 43
44 KEY DISTINCTIONS OF DIGITAL AUDIO RATINGS Truly independent measurement As close to the listener as you can get Aligned with radio s currency Copyright 2014 The Nielsen Company. Confidential and proprietary. Leverages verified, 3rd party data for demographics SDK is the glue between the PPM and digital worlds 44
45 NIELSEN DIGITAL AUDIO RATINGS Collecting more than 2,500 station streams Across all 48 PPM markets (diary, national and regional in a future phase) Browser, ios and Android platforms Supports Apple CarPlayand Android Auto Copyright 2013 The Nielsen Company. Confidential and proprietary. Connected device support in development Major vendors and audio aggregators are SDK integrated 45
46 The future of digital AUDIO measurement ght 2012 The Nielsen Company. Confidential and proprietary. 46
47 Corey Lewis, WBUR
48 The State of the Audience: What We Know & What We Don t Know
49
50 Indices Scarborough Media Audit
51 AQH & Weekly Cume Data Nielsen Audio County Data Nielsen Weekly Data from the RRC
52 Reach & Frequency Tapscan Schedule ACT1 Nielsen Schedule
53 Duplication Nielsen Audio Media Audit
54 View Any TV No Exposure Scarborough Media Audit
55 NPR Splunk Podcasts Podtrac
56 Plan to Purchase Scarborough Media Audit
57 Advertising Spending Media Monitors AdDataExpress
58 WBUR.org Website Demographics NPR Profile GfK MRI Doublebase 2015 Sub-Category Total U.S. Adults NPR News Political Very % Comp Outlook Conservative Index Political Affiliation Somewhat Conservative Middle of the Road Somewhat Liberal Very Liberal Democratic Republican Other party Independent/No party affiliation Scarborough % Comp Index % Comp Index % Comp Index % Comp Index % Comp Index % Comp Index % Comp *1.11 Index 100 *104 % Comp Index Quantcast
59
60 Steve Mulder, NPR Digital
61 We know a lot about who our audience is Broadcast & digital demographics data NPR news personas Tracking surveys Jacobs, Pew, many other studies 61
62 We know a lot about what they do Listener Journey research Targeted surveys on platforms, programs, etc. Analytics trends and analyses Station Analytics from Digital Services 62
63 We know a lot about what they think Future Audiences research Latino Millennials research Program testing Targeted surveys, including sponsorship 63
64 But there s so much we don t know 64
65 Audience journeys across platforms primary paths, the long tail, and how it s changing Influences on engagement, connection, loyalty, and membership Types of content and shows Content timeliness and going live Optimal local/national blend True, deduped audience reach Better ethnicity data for broadcast and digital Podcast measurement standard & improvements Social media measurement inconsistencies More competitive data on digital platforms 65
66 What are the top audience metrics you care about? What are the biggest audience questions you have? 66
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