Arbitron Releases Initial Round of PPM Ratings


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New York - Apr 15, 2002 – Arbitron released an initial round of ratings results from the second phase of the Portable People Meter (PPM) U.S. market trial in Philadelphia.

The Portable People Meter continues to report higher average quarter-hour audiences on a 24-hour day, total-week basis for the combined electronic media stations and networks that encoded full time. The February 2002 PPM results show increased average quarter-hour audiences for broadcast and cable TV, and somewhat higher average quarter-hour audiences for radio (see summary findings below).

The latest Portable People Meter findings from panel of 1,500 consumers in the Philadelphia radio and TV market confirm the pattern reported in the previous three ratings comparisons from last year's trial in Wilmington, DE. These findings continue to suggest that Arbitron's new ratings technology is tracking media exposure that is not included in today's generation of television and radio ratings methods.

With the release of these ratings results Arbitron announced that it would expand its ongoing evaluation of the audience estimates produced by the PPM in Philadelphia.

Arbitron will continue its efforts to educate and inform the broadcast industry about the PPM technology through meetings, webcasts and Web-based interactive presentations. The industry will also receive direct access to PPM data through a new software application so Arbitron's customers may evaluate the PPM ratings using their own resources and expertise.

Nielsen Media Research, which has an option to join Arbitron in the commercial deployment of the PPM in the U.S., will participate in this expanded evaluation of the PPM results and will assist Arbitron in its analysis of the differences between the PPM trial results and Nielsen’s reported audience measurement data in Philadelphia.

To help understand the differences reported by the PPM compared to the Nielsen meter/diary estimates and Arbitron radio diary estimates, the evaluations will include an examination of:

  • demographics of the Nielsen and Arbitron samples
  • compliance and non-response patterns
  • out-of-home viewing
  • overnight audiences
  • zero demographic cells in meter/diary estimates
  • different definitions of audience (exposure to audio vs. watching or listening)
  • weighting
  • edit rules and other possible areas

    The initial round of ratings comparisons for phase two of the PPM U.S. Market trial uses data collected in the early weeks of the expanded trial, and is limited to total radio, broadcast TV and cable TV audiences for the month of February 2002. The time period covered, January 31, 2002, to February 27, 2002, is equivalent to the Nielsen Media Research February television survey period and phase two of the Arbitron Winter 2002 radio survey period.

    Compared to existing methods of measuring media audiences, the PPM continues to report higher average quarter-hour audiences on a 24-hour day, total-week basis for the combined electronic media stations and networks that encoded full time. The February 2002 PPM results show increased average quarter-hour audiences for broadcast TV and cable TV, and somewhat higher average quarter-hour audiences for radio.

    Total Media Comparisons
    Average Quarter-Hour (AQH) Ratings
    Persons 12+

    January 31, 2002 to February 27, 2002
    Encoded Broadcast Radio/TV Stations and Cable Networks1

    Monday-Sunday, Total Day
    Portable People Meter
    Broadcast and Cable TV:
    Nielsen Media ResearchPhiladelphia DMA®
    Radio:Arbitron DiaryPhiladelphia Metro
    Broadcast TV
    17.3
    2
    12.9
    4
    Cable TV
    8.1
    2
    3.4
    4
    Radio
    11.8
    3
    11.0
    5
    1. Thirty-five radio stations, seven broadcast TV stations and 20 cable networks were encoded full-time for the reported time period. 2. Philadelphia DMA; average daily n = 719 3: Philadelphia Arbitron Radio Metro; average daily n= 409 4. Nielsen Media Research Meter-Diary Integrated February 2002 Estimates; total n = 3,494 5. Arbitron Diary Estimates, Winter 2002 Phase 1 & 2 (January 3, 2002, to February 27, 2002), Total n = 3,053

    For radio, the PPM again reported a higher average daily cumulative audience: 84.8 percent for the PPM vs. 73.7 percent for the Arbitron radio diary. The PPM also showed less time spent listening for radio: three hours and 20 minutes per day for the PPM vs. three hours and 35 minutes per day for the diary.

    Average Quarter-Hour (AQH) Radio Ratings by Daypart
    Persons 12+
    Philadelphia Radio Metro

    Encoded Radio Stations1

    Daypart
    PPM2
    Arbitron Diary3
    M-S Midnight-Midnight
    11.8
    11.0
    M-F 6A-10A
    19.0
    20.9
    M-F 10A-3P
    18.7
    19.2
    M-F 3P-7P
    18.9
    17.2
    M-F 7P-Mid
    7.4
    6.7
    M-F Mid-6A
    4.4
    2.4
    Sa-Su 6A-Mid
    11.0
    9.5
    1. 35 radio stations were encoded full-time for the reported time periods. 2. Estimates for January 31, 2002, to February 27, 2002; average daily n= 409 3. Arbitron Diary Estimates, Winter 2002 Phase 1 & 2 (January 3, 2002 to February 27, 2002); total n = 3,053

    As in the first phase of the market trial, the PPM, now using a larger panel of consumers deployed in the Philadelphia radio metro, continues to report differences in radio listening patterns by daypart. Morning-drive and mid-day AQH ratings are slightly lower according to the PPM, while Monday-Friday afternoon drive, evening and overnight AQH ratings are higher, as are weekend AQH ratings.

    Average Quarter-Hour (AQH) Television Ratings by Daypart
    Persons 6+
    Philadelphia DMA

    Encoded Television Stations and Cable Networks1

    Daypart
    Arbitron PPM2
    Nielsen Media Research3
    M-S Midnight-Midnight
    25.1
    15.7
         Broadcast TV only
    16.9
    12.1
         Cable networks only
    8.2
    3.6
    M-F 6A-9A
    17.3
    11.7
    M-F 9A-12P
    16.4
    10.1
    M-F 12P-4P
    18.0
    10.5
    M-F 4P-6P
    29.4
    19.9
    M-F 6P-8P
    40.2
    29.8
    M-F 8P-11P
    51.1
    38.8
    M-F 11P-12AM
    38.1
    24.0
    M-F 12A-5A
    13.2
    4.0
    1. Seven broadcast TV stations and 20 cable networks were encoded full-time for the reported time period. 2. Estimates for January 31, 2002, to February 27, 2002; average daily n = 719 3. Nielsen Media Research Meter-Diary Integrated February 2002 Estimates; total n = 3,494

    As with the previous three findings, these comparisons for February 2002 indicate that, for broadcast TV and cable TV, the PPM is reporting higher AQH audiences for all dayparts. These increases appear to be due in part to increased viewing for men and people under age 35, as well as substantially higher cable viewing overall, and the PPM’s ability to track viewing out of home.

    Average Quarter-Hour (AQH) Ratings
    Selected Demographics
    Monday-Sunday, Midnight to Midnight

    Encoded Broadcast Stations and Cable Networks1

     
    Radio
    Broadcast and Cable TV
     
    PPM
    Metro3
    Arbitron
    Phila. Metro
    WI025
    PPM
    DMA2
    Nielsen
    Phila.
    DMA4
     Men 18+
    13.4
    11.6
    23.1
    14.3
    Women 18+
    11.2
    11.3
    28.7
    19.2
    P 6-11
    --
    --
    22.6
    10.2
    P 12-17
    7.5
    7.1
    19.5
    9.4
    P 18-34
    12.2
    11.3
    22.4
    11.2
    P 35-54
    13.9
    11.6
    24.5
    15.7
    P 55+
    10.3
    11.3
    31.6
    23.9
    1. Thirty-five radio stations, seven broadcast TV stations and 20 cable networks were encoded full-time for the reported time period. 2. Philadelphia DMA; average daily n= 719 3: Philadelphia Arbitron Radio Metro; average daily n= 409 4. Nielsen Media Research Meter-Diary Integrated February 2002 Estimates; total n = 3,494 5. Arbitron Diary Estimates, Winter 2002 Phase 1 & 2 (January 3, 2002, to February 27, 2002), total n = 3,053

    For the month of February 2002, 35 radio stations, seven broadcast TV stations and 20 cable networks were encoding their audio full time and are included in these ratings comparisons.

    The panel of consumers used for these ratings comparisons is representative of the market being measured in terms of the 37 sub-classes for the control variables of household size, employment status, presence of children, ethnicity, geography, number of TV sets and cable/satellite TV status. The panelists carried the meters with them more than 15 hours a day (median value) throughout the month of February.

    The radio ratings comparisons are between February 2002 PPM data and the Winter 2002 Phase I and II Arbitron diary data. These comparisons are for persons 12+, as the radio diary survey begins at age 12.

    TV ratings comparisons are made with data from the Nielsen meter/diary integrated estimates for the total Philadelphia DMA for the February 2002 Nielsen survey. These data are compared with the February 2002 PPM results for total persons 6+, which is currently the youngest age for PPM measurement.



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