Meters for the Digital Age An Update on Arbitron’s Personal Portable Meter Bob Patchen, The Arbitron Company TVB Research Conference October 14, 1999
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Meters for the Digital Age
An Update on Arbitron’s Personal Portable Meter
Bob Patchen, The Arbitron Company
TVB Research Conference
October 14, 1999
Why a Personal Meter?
Easier for consumersA more passive methodMeasures out-of-homeTracks people across mediaCan measure Internet, digital, other new media
Key PPM Features
Pager size, portable meter Reliable audio encodingDetects TV, cable, radioPatented compliance systemOvernight data collection
The PPM Equipment
Audio Encoder
Personal Portable Meter (PPM)
Recharging Unit
Data CollectionHub Unit
Extensive Prior Research
Over 25 studies since 1992 On-air encoding testsRigorous decoding testsHuman audibility testsPanel compliance tests
The U.K. Pilot Test
9 weeks, Fall 1998Examined entire systemLive on-air encodingIncluded radio, TV, cable50 consumers age 15+
Major Research Questions
Will broadcasters encode?Will the encoders perform?Will the meters perform?Will panelists comply?
Broadcasters Cooperated
Management briefingEngineering reviewEngineering testsEncoders installed
Participating Broadcasters
RadioKey 103
Piccadilly 1152
Galaxy 102
Classic FM
Jazz FM100.4
Atlantic 252
Talk Radio UK
BBC GMR
Radio City 96.7
TelevisionBBC1BBC2Granada (ITV)Channel 4
CableCarlton Food Network
Encoders and meters functioned as planned
EncodersProduced continuous, inaudible station codes
MetersDetected and identified all encoded stations
A View from the BBC
Panel Cooperation and Compliance
The Sample
23 households installed50 persons age 15+A diverse study group
Installation and Retention
Households23 of 24 recruited, installedNo installed homes quit
Installation and Retention
People50 of 50 stayed 8 weeks48 stayed for entire study
Three Simple Rules
Keep your meter with you
Keep the green
light on Recharge your
meter at bedtime
The meters were “undocked” nearly all day
6:008:00
10:0012:0014:0016:0018:0020:0022:00
0:001 2 3 4 5 6 7 8 9
Median Undock Time
Median Dock Time
Week of Panel
Me
dia
n T
ime
of
Da
y
2468
1012141618
Me
dia
n H
ou
rs P
er
Da
y
Undocked Carried
Panelists wore their meters over 14 hours per day
2468
1012141618
1 2 3 4 5 6 7 8 9
Me
dia
n H
ou
rs P
er
Da
y
Undocked Carried
Compliance levels remained high throughout the test
Week of Panel
2468
1012141618
Males Females
Me
dia
n H
ou
rs P
er
Da
y
Undocked Carried
Men and women complied equally well
Compliance Summary
Logical docking and undocking times
Meters worn or carried nearly all day
Compliance good across time, sample types
Tracking Media Exposure
A day in the life of a PPM
Conclusions
Broadcasters cooperatedThe encoders worked The meters workedPanelists complied
In short . . . it works!
The UK 300 Test Panel
Expanded test began 7/99 300 people age 6+ TV, radio, cable, satelliteFirst-time audience dataInternal report early 2000
What’s next?
US demo market in 2000 TV, cable, radio300-600 persons 6+Multimedia reports
Stay tuned!
Summary
A challenging media futureNew methods needed Portable meters make sensePPM has great potential
Thank You!Questions or Comments?
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