Meters for the Digital Age

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• Meters for the Digital Age
• An Update on Arbitrons
• Personal Portable Meter
• Bob Patchen, The Arbitron Company
• TVB Research Conference
• October 14, 1999

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Why a Personal Meter?

• Easier for consumers
• A more passive method
• Measures out-of-home
• Tracks people across media
• Can measure Internet, digital, other new media

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Key PPM Features

• Pager size, portable meter
• Reliable audio encoding
• Detects TV, cable, radio
• Patented compliance system
• Overnight data collection

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The PPM Equipment
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Extensive Prior Research

• Over 25 studies since 1992
• On-air encoding tests
• Rigorous decoding tests
• Human audibility tests
• Panel compliance tests

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The U.K. Pilot Test

• 9 weeks, Fall 1998
• Examined entire system
• Live on-air encoding
• Included radio, TV, cable
• 50 consumers age 15

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Major Research Questions

• Will broadcasters encode?
• Will the encoders perform?
• Will the meters perform?
• Will panelists comply?

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Broadcasters Cooperated

• Management briefing
• Engineering review
• Engineering tests
• Encoders installed

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Participating Broadcasters

• Television
• BBC1
• BBC2
• Granada (ITV)
• Channel 4
• Cable
• Carlton Food Network

• Radio
• Key 103
• Piccadilly 1152
• Galaxy 102
• Classic FM
• Jazz FM100.4
• Atlantic 252
• Talk Radio UK
• BBC GMR
• Radio City 96.7

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Encoders and meters functioned as planned

• Encoders
• Produced continuous, inaudible station codes
• Meters
• Detected and identified all encoded stations

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(No Transcript)
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A View from the BBC
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Panel Cooperation and Compliance
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The Sample

• 23 households installed
• 50 persons age 15
• A diverse study group

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Installation and Retention

• Households
• 23 of 24 recruited, installed
• No installed homes quit

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Installation and Retention

• People
• 50 of 50 stayed 8 weeks
• 48 stayed for entire study

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Three Simple Rules

• Keep your meter with you
• Keep the green light on
• Recharge your meter at bedtime

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The meters were undocked nearly all day
600
800
1000
1200
1400
Median Undock Time
Median Time of Day
1600
Median Dock Time
1800
2000
2200
000
1
2
3
4
5
6
7
8
9
Week of Panel
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Panelists wore their meters over 14 hours per day
18
16
14
12
10
Median Hours Per Day
8
6
4
2
Carried
Undocked
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Compliance levels remained high throughout the
test
18
16
14
12
10
Median Hours Per Day
8
6
4
2
1
2
3
4
5
6
7
8
9
Week of Panel
Undocked
Carried
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Men and women complied equally well
18
16
14
12
Median Hours Per Day
10
8
6
4
2
Females
Males
Undocked
Carried
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Compliance Summary

• Logical docking and undocking times
• Meters worn or carried nearly all day
• Compliance good across time, sample types

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Tracking Media Exposure
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A day in the life of a PPM
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Conclusions

• Broadcasters cooperated
• The encoders worked
• The meters worked
• Panelists complied
• In short . . . it works!

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The UK 300 Test Panel

• Expanded test began 7/99
• 300 people age 6
• TV, radio, cable, satellite
• First-time audience data
• Internal report early 2000

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Whats next?

• US demo market in 2000
• TV, cable, radio
• 300-600 persons 6
• Multimedia reports
• Stay tuned!

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Summary

• A challenging media future
• New methods needed
• Portable meters make sense
• PPM has great potential

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Thank You!Questions or Comments?