Using Single-Source to Refine Multimedia Strategies · • Saw three cable ads for Retailer A •...
Transcript of Using Single-Source to Refine Multimedia Strategies · • Saw three cable ads for Retailer A •...
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© 2003 Arbitron Inc.
• portable people meter
Using Single-Sourceto Refine Multimedia StrategiesLinda DupreeSenior Vice President, Portable People Meter New Product DevelopmentArbitron Inc.
Leslie WoodPresident, Leslie Wood Research
© 2003 Arbitron Inc.2
Agenda
• PPM National Marketing Panel concept
• Concept test
• The panel’s promise: early examples
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© 2003 Arbitron Inc.3
The PPM System
Station Encodes Inaudible
Signal
IndividualCarries Portable
Meter
Daily DockingUploads PassiveMedia
Consumption
© 2003 Arbitron Inc.4
Passive Panelist Activities
Encoded Signals
Radio Broadcast Networks
CinemaInternetRetail Chains
Cable Networks
Tower: photo to come
Selected Commercials
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© 2003 Arbitron Inc.5
Active Panelist Activities
Magazine and Newspaper Survey
Product ScannerConsumerSurvey
© 2003 Arbitron Inc.6
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?
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© 2003 Arbitron Inc.7
Media Included in Concept Test
• PPM collection» Television» Radio» Retailers
• Other media collected» Magazines» Newspapers» FSIs» Limited additional retail information» Internet
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0.0
2.5
5.0
7.5
10.0
12.5
15.0
17.5
20.0
22.5
25.0
27.5
30.0
32.5
35.0
37.5
40.0
42.5
5:00 A
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7:00 A
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9:00 A
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3:00 P
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Broadcast TV
Cable TV
Radio
Total Encoded TV/Radio AQH Ratings, Philadelphia DMA, Persons 6+
May 2002, Monday - Friday May 2003, Monday - Friday
PPM Only and PPM Super Panelists Consume TV and Radio in Similar Patterns
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Day in the Life Wife Age 50Monday, June 2, 2003
Media Usage• 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- 76-100 percent of last
Courier-Post issue wasread
- Read newspaper adver-tising supplements (FSIs)
© 2003 Arbitron Inc.
Wife
© 2003 Arbitron Inc.10
Wife Age 50Monday, June 2, 2003
Day in the LifeAdvertising Exposure• 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, 2003, Courier-Post
Saw three cable ads for
Retailer A
Missed radio ad at 6:51AM for Retailer A*
© 2003 Arbitron Inc.* Radio commercial tracking available starting June 1, 2003. Ad actually aired on June 2, 2003.
Wife
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© 2003 Arbitron Inc.11
Day in the LifeMedia 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, 2003, Courier-Post
Husband Age 50Monday, June 2, 2003
© 2003 Arbitron Inc.
WifeHusband
© 2003 Arbitron Inc.12
WifeHusband
Husband Age 50Monday, June 2, 2003
Day in the LifeAdvertising 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, 2003, Courier-Post
Missed radio ad at 6:51AM for Retailer A*
Saw one cable ad for Retailer A
© 2003 Arbitron Inc.
* Radio commercial tracking available starting June 1, 2003. Ad actually aired on June 2, 2003.
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© 2003 Arbitron Inc.13
Day in the Life
6/1 6/2 6/3
In-Store Encoding (Retail Visits)Visited Retailer A at 6:39PM on June 3, 2003, for 14 minutes
In-Store Visit
Cable Ad Exposure
Radio Ad Exposure
FSI Exposure
Advertising Exposure and In-Store Visit
Husband Age 50
© 2003 Arbitron Inc.
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Day in the LifeThe 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
Wife Age 50 Husband Age 50
© 2003 Arbitron Inc.
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National Marketing Panel Data
Specialty Retailer Example
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0
50
100
150
200
250
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05101520253035404550
PPM Minutes Visited Scarborough ShoppedPPM Number of Visits
Defining the Target
Minutes Visits
Very Heavy
Heavy Light
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Profile: HeavySex Demographic Breakout
Radio Listening Television Viewing Cable Viewing Print Readership
45.8%54.2%
Male Female
12.5% 12.9%
17.7%
8.3%
17.6% 16.5%
6.7% 7.8%
P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
27.9
0.0
44.8
27.3
Hvy Med Lgt Non
24.6
0.0
36.6 38.8
Hvy Med Lgt Non
34.5
0.0
38.3
27.2
Hvy Med Lgt Non
22.8
10.9
36.9
29.3
Hvy Med Lgt Non
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20.2 23 9.9 14 54 CNN17.1 30 8.0 27 34 BET18.4 23 11.6 21 41 A&E70.8 576 66.3589 1,037AllCable80.4 1,36074.11,3521,185AllTotal
Unified Reach GRPsUnified
ReachGRPsUnits PPM OutletMedia
5.2 19 4.514 3 Courier-Post5.2 19 4.514 3 AllSunday Newspapers
1.9 4 1.03 1 YM1.9 41.03 1 AllMagazine
1.8 1 3.53 6 WJJZ-FM4.7 8 3.810 25 WIP-AM7.2 16 3.59 16 WIOQ-FM2.8 6 4.76 9 WDAS-FM5.1 10 3.99 24 KYW-AM
46.0 8132.170 144 AllRadio
28.0 143 25.0 159 199 Lifetime5.1 8 6.5 8 26 FX6.0 6 2.1 3 14 ETV
10.4 15 10.4 16 45 Discovery
Heavy P6+
Advertising Schedule
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© 2003 Arbitron Inc.19
Profile: Not ReachedSex Demographic Breakout
Radio Listening Television Viewing Cable Viewing Print Readership
11.9%
16.6%18.9%
8.0%
14.6%16.6%
7.2% 6.1%
P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
46.2
0.0
22.3
31.5
Hvy Med Lgt Non
38.2
0.0
29.8 31.9
Hvy Med Lgt Non
78.3
4.25.112.4
Hvy Med Lgt Non
33.1
5.2
22.9
38.8
Hvy Med Lgt Non
44.0%56.0%
Male Female
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Broadcast TV Rating IndexHeavy, Mon-Fri
1314:00AM3:00AM2:00AM1:00AM
132143Midnight13513711:00PM13912710:00PM1311561409:00PM
1438:00PM1847:00PM1701746:00PM
1931911265:00PM1304:00PM
1513:00PM1351741271322:00PM
2031471:00PM201167125Noon
16519911:00AM15814218824210:00AM1571261952129:00AM1461502312541571418:00AM2032411811321607:00AM2201641471336:00AM1821361355:00AM
WTXFWPVIWPSGWPPXWPHLWHYYWGTWWCAUKYWHour
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Radio Rating IndexHeavy, Mon-Fri
1553344:00AM2343733:00AM2714192:00AM2723861:00AM
131281Midnight19315426411:00PM
27225710:00PM2749:00PM1831318:00PM1812891431372977:00PM1511741793176:00PM1561311741612445:00PM1771381641791612894:00PM1811301951623341323:00PM1991412081902122:00PM1651891651881:00PM175141139248178257133Noon25014714926617022213812911:00AM23015014726116625613913210:00AM2511422781462599:00AM1512412632718:00AM1332091402597:00AM
1772031446:00AM2202185:00AM
WXTU-FMWUSL-FMWKXW-FMWIP-AMWIOQ-FMWDAS-FMWCTO-FMWAEB-FMKYW-AMHour
© 2003 Arbitron Inc.22
Cable TV Rating IndexHeavy, Mon-Fri
2434:00AM1333:00AM1322482:00AM
1471442081:00AM156126203Midnight
11:00PM14212618110:00PM1351531321481319:00PM1521641401251681568:00PM1411691261691591827:00PM
2331671691701706:00PM1832141341765:00PM1472301372454:00PM
2491262233:00PM2822211951402631472:00PM
1641762361621332351561:00PM143126222224136233218Noon16621814012719720011:00AM19316312620010:00AM
2132011341879:00AM1302651268:00AM
7:00AM25276:00AM2501465:00AM
TNTTNNMSNBCLifetimeHistoryDiscoveryCNNBETA&EHour
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Magazine Rating IndexHeavy
257Town & CountryGeneral Editorial
140YMWomen139Family CircleWomen220ElleWomen298National Geographic TravelerTravel346Golf MagazineSports139PC MagazineScience/Technology271AutomobileScience/Technology141ParentsParenthood
161U.S. News & World ReportNews – Weekly138PeopleNews – Weekly183Men’s FitnessMen204EsquireMen225House BeautifulHome Service176Bon AppétitHome Service176HealthHealth
129Readers Digest’General Editorial126National GeographicGeneral Editorial341Smart MoneyBusiness/Finance173Barron’sBusiness/Finance
IndexPrint NameClassification
© 2003 Arbitron Inc.24
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 360-degree look at
consumers
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© 2003 Arbitron Inc.25
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
© 2003 Arbitron Inc.
• portable people meter
Thank You!