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This 11 page Class Notes was uploaded by Ryan Furness on Wednesday September 21, 2016. The Class Notes belongs to BRC 320 at State University of New York at Oswego taught by David Moody in Fall 2016. Since its upload, it has received 4 views.
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Date Created: 09/21/16
Programs, Programming & Effects Week Two and Three Why are the ratings so important? Qualitative Research—behavior/lifestyles—Psychographic Info. Quantitative Data—Demographic info; measures size of audience. Devices used to measure audience People meters—or “Meters.” A/P People meters DVRs, TiVo Overnight ratings Concerns over the use of DVRs Product placement Program Testing Concept Pilot Episode Promotion Qualitative Research Focus Groups (Pros/Cons) Music Research (Call-outs; Hook; Auditorium Research) TvQs Rating Services ARB Nielsen Stations depend on audience ratings Ratings terminology ARB Presentation Nielsen Audio (Arbitron) Ratings Ratings terms: What they mean, why they're important and how they're used. Benefits of Radio Advertising Here's what radio brings to an advertising campaign: Reach. Increased frequency. Portability. Targetability. Plus, radio picks up where other media leave off. Increased Frequency Radio gives advertisers the opportunity to reach people again and again! Consumers aged 12+ spend an average of 19 hours per week with radio. Looking at share of annual time spent with consumer media in the United States, the “average” person spends 28% with radio. Source: RAB Increased Frequency Cont. How many times, on average, does the listener hear the spot? The number one reason Media Planners add radio is frequency. Portability At home In a car At work Outdoors Radio Fact Sheet/RAB 2016 http://www.rab.com/whyradio/WRFacts.cfm http://www.nielsen.com/us/en/insights/news/2016/for-radio-programmers-streaming- data-is-key-audience-insight.html Radio Reaches 92% of all Americans 12+ Radio reaches an impressive 92% of all Americans age 12 or older every week. Listeners continue to turn to Radio for news, information and entertainment - despite an ever-increasing selection of media options. Read: Radio reaches 92.1% of Persons 12 and older each week. Average Weekly Reach: Persons Persons 12+ 92.1% Persons 12-17 90.9% Persons 18+ 92.3% Persons 18-24 90.8% Persons 18-34 92.3% Persons 18-49 93.6% Persons 25-54 94.5% Persons 55+ 89.4% Persons 35-64 9 4.5% Persons 65+ 86.0% Source: RADAR ® 117, June 2013 © Copyright Arbitron(Monday- Sunday 24-Hour Weekly Cume Estimates, All Radio) Total U.S. 12+ Listening Audience Persons 12 and older 242,489,000 Source: RADAR ® 117, June 2013 © Copyright Arbitron (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio) How Consumers use Radio Consumers aged 12+ spend an average of 13 hours per week with radio. Consumers spend 22% of their total media time with radio. Source: Arbitron RADAR 117, June 2013, Mon-Sun 24-Hour TSL estimate, All Radio Source: The Media Audit, Jan 2012-March 2013 Adults 18+ Time Spent with Selected media - Avg. Minutes Per Day How is radio different from other Media? TV (Most TV viewing is done after 5pm) Print (Newspapers and Magazines require your full attention) Outdoor (Unless you are stuck in traffic, the BB message can pass you by) Radio Can Reach your Target Audience Targetability Reach specific Lifestyle Groups. Radio gives you the ability to design advertising campaigns to reach specific age/sex/lifestyle groups within targeted geographic areas. Radio Reaches People! A closer look at a few Nielsen Audio terms AQH-Average Quarter-Hour Persons (AQH Persons) The average number of persons listening to a particular station for at least five minutes during a 15-minute period. Nielsen Audio Demographics Persons 18+ P 25-54 P 18-49 P 25-49 P 35+ M 18-49 W 18-49 Nielsen uses several different demographics during their surveys. Cume Persons The total number of different persons who tune to a radio station during the course of a daypart for at least five minutes. Share The percentage of those listening to radio in the Metro who are listening to a particular radio station. Rating The audience expressed as a percentage of the total population. Gross Rating Points The sum of all rating points achieved for a particular spot schedule. Cost per Point (CPP) The cost of reaching an Average Quarter-Hour Persons audience that's equivalent to one percent of the population in a given demographic group. Time Spent Listening (TSL) An estimate of the number of quarter-hours the average person spends listening during a specified time period. Designated Market Area (DMA) The DMA is composed of sampling units (counties or geographically split counties) and is defined and updated annually by Nielsen Media Research, Inc., based on historical television viewing patterns. A county or split county is assigned exclusively to one DMA. Nielsen Fall 2016 http://www.nielsen.com/content/dam/corporate/us/en/docs/nielsen- audio/market_populations_and_rankings_2016.pdf Diary Survey Schedule: 2016 Survey Dates Winter 2016/ December 31, 2015 – March 23, 2016 Spring 2016/ March 24 – June 15 Summer 2016/ June 16 – September 7 Fall 2016/ September 8 – November 30 PPM Dates 2016 Survey Dates January 2016/ December 31, 2015 – January 27, 2016 February 2016/ January 28 - February 24 March 2016/ February 25 - March 23 April 2016/ March 24 - April 20 May 2016/ April 21 - May 18 June 2016/ May 19 - June 15 July 2016/ June 16 - July 13 August 2016/ July 14 - August 10 September 2016/ August 11 - September 7 October 2016/ September 8 - October 5 November 2016/ October 6 - November 2 December 2016/ November 3 - November 30 Holiday 2016/ December 1 – December 28 PPM/Portable People Meters PPM The PPM is a unique, versatile audience measurement system that can track consumer exposure to any encoded broadcast signal. The PPM can determine what consumers listen to on the radio; what they watch on broadcast, cable and satellite TV; what media they stream on the Internet; and what they hear in stores and entertainment venues. The Portable People Meter is a mobile-phone-sized device that consumers wear throughout the day that works by detecting identification codes that can be embedded in the audio portion of any transmission. The Portable People Meter system consists of several components: Encoder, which is installed at the programming or distribution source to insert an inaudible identification code into the audio stream; Station monitor, which is installed at the programming source to ensure audio content is encoded properly; Portable People Meter, which is worn by a consumer to detect and record the inaudible codes in the programming that the consumer is exposed to; Base station, where each survey participant places the meter at the end of the day to recharge the battery and to send collected codes to a household collection device known as a “hub;” Portable recharger, which allows the PPM to store multiple days of media exposure data; Household hub, which collects the codes from all the base stations in the survey household and transmits them to Arbitron via the telephone during the overnight hours. Nielsen Ratings 101:Intro http://www.youtube.com/watch?v=r4jyhQnl5Vo&feature=player_detailpage Television DMA NSI Metro TSA ADI (ARB) PUTs versus PUR Daypart Time Periods SWEEPS Four major nationwide TV sweeps—four sequential weeks of data Nov, Feb, May, July Three more popular ratings period (Oct, Jan, March) Diary measurement the oldest method Nielsen Audience Measurement Using Diaries Who fills out the diaries? A random sample of homes (Cleveland market 1,000) A weighted sample to accurately represent the entire market Every member of the household fills out a diary Nielsen Audience Measurement Using Diaries Pros Gives us demographic information A written record that can be checked by a station Cons Not always accurate Often filled out at end of week by memory Not all viewing is always recorded Can be a “taste test” Nielsen Audience Measurement Using Meters Newer technology Random, weighted sample of 400-500 homes Every set in the home has a meter installed Can track hundreds of channels—broadcast or cable, terrestrial or satellite, PC or TV-delivered—and scan every channel every three seconds to report the tuning status of every TV set in the sample households taping while viewing a different station Meters/Nielsen 101 http://www.youtube.com/watch?v=jYrVijea0UM&feature=player_detailpage Nielsen Overnights At the end of each day, the data is transmitted via modem to Nielsen Nielsen collates the data and then transmits to stations by 830am “Overnights” Collected in the top 56 Nielsen metered markets 210 Nielsen TV markets Diaries and Meters In addition to constant meter measurement, diary measurement is accomplished during the “sweep” months (Meters can now measure Demo info without the diary) After a “sweep”, Nielsen blends the meter data with the diary data and publishes a ratings book & computer tape Diaries provide the demographics (Stand alone Meters deliver Diary Information) The Cleveland/Syracuse Television Markets DMA RANKINGS Cleveland, OH (18) Syracuse, NY (84) What Is A Rating? A measure of audience size A percentage A percentage of a defined population A fixed number; population does not vary hour-to-hour or season-to- season We have ratings for any type of population (universe) Household ratings Demographic ratings Examples Of Ratings Overall viewership or available audience HUT (Households Using Television) For example, during Prime Time 803,000 households have their sets turned on 803,000 / 1,460,000 = 55% HUT is 55 (a 55 rating) Examples Of Ratings Overall viewership or available audience PUT (persons using television) For example, during Prime Time 739,200 A18-49 have their sets turned on 739,200 / 1,760,000 = 42% PUT is 42 (a 42 rating) Examples Of Ratings Viewership to a specific program A program does a 5 HH rating 1,460,000 homes X 5% = 73,000 homes A program does a 2 rating A18-49 1,760,000 A18-49 X 2% = 35,200 A18-49 What Is A Share? Also a measure of audience size Also a percentage A percentage of the available audience at any given time HUT or PUT Not a fixed number; HUT/PUT varies hour-to-hour, day-to-day & season-to-season A 10 share at 6am represents far fewer people than a 10 share at 10pm What Is The Formula For Share? Share = Audience size (rating) divided by the available audience Share = Rating / HUT Rating Vs. Share Percent of population (Universe) Measure of audience size Percent of available audience (HUT/PUT) Measure of a program’s popularity or drawing power The Formula For Share Is… The Formula Is… Projections Vs. Estimates A Projection is a mathematical formula (May Shares adjusted to Nov HUTS/PUTS) An Estimate can differ from the PJ based upon a variety of factors Share trends New programs Specials Planned promotion New talent Program Directors and Sales Managers/Sales Reps evaluate ratings for every program decision and Television buy Top Tens & Trends/Nielsen http://www.nielsen.com/us/en/insights/top10s.html Special Thanks Special thanks to Wayne Myers, Corporate Support Director from WVIZ TV in Cleveland, OH for the TV Info!
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