Using Single-Source to Refine Multimedia Strategies
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1 Using Single-Source to Refine Multimedia Strategies Linda Dupree Senior Vice President, Portable People Meter New Product Development Arbitron Inc. Leslie Wood President, Leslie Wood Research portable people meter Agenda PPM National Marketing Panel concept Concept test The panel s promise: early examples 2 1
2 The PPM System Station Encodes Inaudible Signal Individual Carries Portable Meter Daily Docking Uploads Passive Media Consumption Passive Panelist Activities Tower: photo to come Encoded Signals Radio Broadcast Networks Cable Networks Retail Chains Internet Cinema Selected Commercials 4 2
3 Active Panelist Activities Consumer Survey Magazine and Newspaper Survey Product Scanner 5 Purpose of Concept Test Will PPM panelists perform other meaningful tasks? Do additions change behavior? Does new information from the same respondent enable richer consumer targeting? What do early results from a multimedia single-source panel look like? 6
4 Media Included in Concept Test PPM collection» Television» Radio» Retailers Other media collected» Magazines» Newspapers» FSIs» Limited additional retail information» Internet 7 PPM Only and PPM Super Panelists Consume TV and Radio in Similar Patterns Total Encoded TV/Radio AQH Ratings, Philadelphia DMA, Persons :00 AM 7:00 AM 9:00 AM 11:00 AM Broadcast TV Cable TV Radio 1:00 PM :00 PM 5:00 PM 7:00 PM 9:00 PM 11:00 PM 1:00 AM May 2002, Monday - Friday :00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM 12:00 AM May 200, Monday - Friday 2:00 AM 4:00 AM 4
5 Day in the Life Wife Age 50 Monday, June 2, 200 Media Usage Wife Morning radio listening No midday media use Extended evening TV viewing Cable channel surfing Read the (South Jersey) Courier-Post five of last five issues percent of last Courier-Post issue was read - Read newspaper advertising supplements (FSIs) 9 Day in the Life Monday, June 2, 200 Wife Age 50 Advertising Exposure Wife Missed radio ad at 6:51AM for Retailer A* Saw three cable ads for Retailer A Saw three cable ads for Retailer A Missed radio ad on WPHT-AM at 6:51AM for Retailer A Saw ad in FSI from Sunday, June 1, 200, Courier-Post 10 * Radio commercial tracking available starting June 1, 200. Ad actually aired on June 2,
6 Day in the Life Wife Husband Monday, June 2, 200 Husband Age 50 Media Usage Morning and afternoon radio listening Extended evening TVviewing Channel surfing Screened: Popular Science, Popular Mechanics, Money, Inc. Audience: Inc., Courier-Post and its advertising supplement Saw ad in FSI from Sunday, June 1, 200, Courier-Post 11 Day in the Life Monday, June 2, 200 Wife Husband Saw one cable ad for Retailer A Husband Age 50 Advertising Exposure Saw one of three cable ads for Retailer A Missed radio ad on WPHT-AM at 6:51AM for Retailer A Saw ad in FSI from Sunday, June 1, 200, Courier-Post Missed radio ad at 6:51AM for Retailer A* 12 * Radio commercial tracking available starting June 1, 200. Ad actually aired on June 2,
7 Day in the Life Advertising Exposure and In-Store Visit 6/1 6/2 6/ FSI Exposure Husband Age 50 In-Store Encoding (Retail Visits) Visited Retailer A at 6:9PM on June, 200, for 14 minutes Radio Ad Exposure Cable Ad Exposure In-Store Visit 1 Day in the Life Wife Age 50 Husband Age 50 The Arbitron Consumer Survey (Retail Visits) Wife: Bought retail items in past three months at Hamilton Square Mall and King of Prussia Court Bought in past three months at Staples, OfficeMax, Bath & Body Works and many others Husband: In past three months, shopped at Staples, a jewelry store, and bought prescription at CVS, visited Retailer A and many others 14 7
8 National Marketing Panel Data Specialty Retailer Example 15 Defining the Target Minutes Heavy Light Visits Very Heavy PPM Minutes Visited PPM Number of Visits Scarborough Shopped
9 Profile: Heavy Sex Demographic Breakout 17.7% 17.6% 16.5% 45.8% 54.2% 6.7% 7.8% 12.5% 12.9% 8.% Male Female P6-11 P12-17 P18-24 P25-4 P5-44 P45-54 P55-64 P65+ Radio Listening Television Viewing Cable Viewing Print Readership Advertising Schedule P6+ Media PPM Outlet Units GRPs Unified Reach Total All 1,185 1, Cable All 1, A&E BET CNN Discovery ETV FX Lifetime Heavy GRPs Unified Reach 1, Radio All KYW-AM WDAS-FM WIOQ-FM WIP-AM WJJZ-FM Magazine All YM Sunday Newspapers All Courier-Post
10 Profile: Not Reached Sex Demographic Breakout 44.0% 56.0% 7.2% 6.1% 11.9% 16.6% 18.9% 8.0% 14.6% 16.6% Male Female P6-11 P12-17 P18-24 P25-4 P5-44 P45-54 P55-64 P65+ Radio Listening Television Viewing Cable Viewing Print Readership Broadcast TV Rating Index Heavy, Mon-Fri Hour 5:00AM 6:00AM 7:00AM 8:00AM 9:00AM 10:00AM 11:00AM Noon 1:00PM 2:00PM :00PM 4:00PM 5:00PM 6:00PM 7:00PM 8:00PM 9:00PM 10:00PM 11:00PM Midnight 1:00AM 2:00AM :00AM 4:00AM KYW WCAU WGTW WHYY WPHL WPPX WPSG WPVI WTXF
11 11 21 Radio Rating Index Heavy, Mon-Fri :00AM 24 7 :00AM :00AM :00AM Midnight :00PM :00PM 274 9:00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM Noon :00AM :00AM :00AM :00AM :00AM :00AM :00AM WXTU-FM WUSL-FM WKXW-FM WIP-AM WIOQ-FM WDAS-FM WCTO-FM WAEB-FM KYW-AM Hour 22 Cable TV Rating Index Heavy, Mon-Fri 24 4:00AM 1 :00AM :00AM :00AM Midnight 11:00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM :00PM Noon :00AM :00AM :00AM :00AM 7:00AM :00AM :00AM TNT TNN MSNBC Lifetime History Discovery CNN BET A&E Hour
12 Magazine Rating Index Heavy Classification Business/Finance Business/Finance General Editorial General Editorial General Editorial Health Home Service Home Service Men Men News Weekly News Weekly Parenthood Science/Technology Science/Technology Sports Travel Women Women Women Print Name Barron s Smart Money National Geographic Readers Digest Town & Country Health Bon Appétit House Beautiful Esquire Men s Fitness People U.S. News & World Report Parents Automobile PC Magazine Golf Magazine National Geographic Traveler Elle Family Circle YM Index Summary Will PPM panelists perform other meaningful tasks? Do additions change behavior?» Encouraging results so far Does new information from the same respondent enable richer consumer targeting?» Certainly richer closer to 60-degree look at consumers 24 12
13 Summary What do early results from a multimedia single-source panel look like?» Interesting variations on what we see in other databases» Longitudinal, granular, electronic nature of data enables deeper analyses» Early stages of defining new ways to interpret ROI and advertising response are natural next steps 25 Thank You! portable people meter 1
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