portland breakfast

Welcome to the PortlandWelcome to the Portland Area Radio Council (PARC) Portable People Meter SeminarSeminarMelissa KundePARC, Executive Director

1 © 2009 Arbitron Inc.

Performance of the OctoberPerformance of the October 2009 Pre-Currency Data

Michael NelsonMichael NelsonAccount Manager, Radio Station Services

Jenny TsaoyPPM Implementation Market Manager


Findingsg The Portland sample for October is representative of all demos, ethnicities,

counties and language preferences.g g p Compliance is similar to all other PPM markets.

» On average 75% of panelists are carrying their meters for roughly 15 hours per day.

Cume audiences on the weekly and daily levels are higher than what has been seen in the diary.

Radio’s qualitative audience has changed.I i l j f t i li t i l l» Income is no longer a major factor in listening levels

» Employment and out-of-home listening continues to drive ratings PPM listening levels compared to diary are similar to 15 other PPM

commercialized marketscommercialized markets.» Many different formats are found in top rank positions

Ratings are more compressed among the top stations than in the diary service.

Granular data continues to provide insight into how consumers use radio.

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise


Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

Portland PPM ScheduledPortland PPM Scheduled Commercialization Plan

Oct 09Summer 2009 Diary Book Releases

11/6: Oct PPM Pre-Currency Survey Releases

Nov 09Summer 2009 Diary Book Still Currency

12/4 N PPM P C D t R l

D 09Summer Diary Book No Longer Currency

12/4: Nov PPM Pre-Currency Data Release

Dec 0912/31: Dec PPM Pre-Currency Data Release

• PPM measurement in Portland began on Thursday, September 17th• Only one currency in use at a time • Full three month value of Summer 09 Diary book• Two months of PPM pre-currency data prior to Currency


Portland Converts to Currencyy PPM data will be the ONLY

f fform of currency scheduled to begin December 31

Arbitron’s license agreements prohibit the use of DIARY data for anyof DIARY data for any transactional purpose after a market’s official conversion to PPM currencyto PPM currency


SamplepPortland PPM October 2009


Portland Metro SamplepOctober 2009

Total Persons in Monthly SampleTotal Persons in Monthly Sample

Monthly Installed Persons 1,399

Monthly In-tab Persons 1,316

Monthly In-tab Rate 94.1%

Total Persons in Daily Sample

Panel Target Size 889

Avg Daily In-tab Persons 908

Avg Daily In-tab Rate 72.7%g a y tab ate %

Compliance-Capable* 1,158

Compliance Rate** 78.4%

Installed Cell-Phone-Only Persons 88

Avg. Cell-Phone-Only In-Tab Persons 24


*Compliance-Capable Persons excludes panelists who are known to be away from home and panelists who experienced technical issues that prevented them from achieving in-tab.**Compliance rate is calculated as follows: Daily In-Tab Persons/Compliance-Capable Persons

Sample Performance pby Age Cell

140160

October 2009

89

121

140

119

100

120

140

85 8771

87 89

60

80

100

20

40

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+


*Designated Delivery Index: DDI = (actual/target)*100

In-Tab SizeDemo and Race/Ethnicity

PortlandPortland

October 2009 Avg. Daily In-tab Target

Avg. Daily In-tab Actual DDI*

Unique Monthly In-

Tabg Tab

P6+ 889 908 102 1,316

P18+ 733 775 106 1 079P18+ 733 775 106 1,079

P18-54 502 475 95 706

P25-54 418 415 99 590P25 54 418 415 99 590

Black 6+ 29 37 131 51

Hispanic 6+ 102 107 104 165Hispanic 6 102 107 104 165

Other 6+ 758 763 101 1,110



In-Tab Size 18-34 DDI Performance

Portland

October 2009Avg. Daily

In-tab Avg. Daily In tab Actual DDI*

Unique Monthly In-October 2009

Target In-tab Actual yTab

Persons 18-34 218 177 81 301

Men 18-34 113 85 75 145

Women 18-34 106 92 87 156

Black 18-34 7 5 65 7

Hispanic 18-34 44 34 79 55

Other 18-34 167 137 82 239



In-Tab Size25-54 Race/Ethnicity

Portland

O t b 2009 Avg Daily Avg Daily Unique October 2009 Avg. Daily

In-tab TargetAvg. Daily

In-tab Actual DDI* Monthly In-Tab

Persons 25-54 418 415 99 590

Men 25-54 213 200 94 282

Women 25-54 205 215 105 308Women 25 54 205 215 105 308

Black 25-54 13 16 121 22

Hi i 25 54 49 60 121 86Hispanic 25-54 49 60 121 86

Other 25-54 356 339 95 482



Portland Metro & DMA


Compliance and Carry Times

Portland PPM October 2009Portland PPM October 2009


Median Undock/Dock TimesMedian Undock/Dock TimesFemale 6+ Male 6+

October 2009 Weekdays

7:18 AM7 26 AM

Undock Time

7:18 AM7:26 AM

10:58 PM 10:57 PM

Dock Time

14 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009

Median Undock/Dock TimesMedian Undock/Dock Times

Hi i 6 Bl k 6 Oth 6

October 2009 Weekdays

Hispanic 6+ Black 6+ Other 6+

Undock Time

7:13 AM 6:59 AM 7:26 AM

11:11 PM 10:59 PM10:42 PM

Dock Time


Median Undock/Dock TimesMedian Undock/Dock TimesOctober 2009 Weekdays

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Undock

Time

7:33 AM 7:12 AM 7:33 AM 7:18 AM 7:09 AM 7:07 AM 7:33 AM8:27 AM

9:32 PM10:24 PM

11:36 PM 11:04 PM 11:03 PM 11:01 PM 11:05 PM 11:01 PM

Dock Time


Median Undock/Dock TimesMedian Undock/Dock TimesOctober 2009 Weekends

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Undock

Time

9:14 AM 9:58 AM8:55 AM 8:35 AM 8:20 AM 7:48 AM

8:54 AM9:41 AM

10:00 PM 10:42 PM 11:15 PM 11:11 PM 11:06 PM 11:12 PM 11:02 PM12:20 AM

Dock Time


Median Times by GenderyOut-of-Dock and Carry Times

15:41 15:54

14:32 14:59

Women MenOut-of-Dock Time Carry Time


y

Portland Metro, In-Tab Persons 6+, October 2009, Week-day

Median Times by Race/Ethnicity y yOut-of-Dock and Carry Times

15:33 16:16 15:48

14:3015:20 14:47

Hispanic 6+ Black 6+ Other 6+Out-of-Dock Time Carry Time

19 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Weekday

Median Times by Agey gOut-of-Dock and Carry Times

13:58

15:38 15:43 15:46 15:56 15:59 15:58 15:46

13:58

12:53 13:30 13:59 14:2915:06 15:14 15:12 15:03

06-11 12-17 18-24 25-34 35-44 45-54 55-64 65+Out-of-Dock Time Carry Time

20 © 2009 Arbitron Inc. Portland Metro, In-Tab Persons 6+, October 2009, Week-day

Preview of Portland DataPreview of Portland Data


Cume EstimatesPortland PPM October 2009


PPM Weekday Cume Ratingy gMon-Fri 6a-12m

93.286.7

92.3 94.9 94.6 94.3 94.190.9

90

100

70

80

40

50

60

20

30

0

10

Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+


Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009

PPM Weekend Cume RatinggSat-Sun 6a-12m

79 3 81.4 81 290

100

77.2

68.7 67.8

76.7 79.3 81.4 81.274.8

60

70

80

40

50

10

20

30

0Persons 12+ P 6-11 P 12-21 P 18-34 P 18-49 P 25-54 P 35-54 P 55+

24 © 2009 Arbitron Inc. Portland Metro PPM, Avg Weekly Cume Rating by Demo, October 2009

Average Number Of StationsAverage Number Of Stations

PPM Diary

3.9 4.03.8

PPM Diary

2.4 2.4 2.4

P12+ Hispanic 12+ Other 12+

PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.


, , , ,Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM

Number Of Listening Occasions g

21.4

PPM Diary

19.1 18.8

12 4 12 4 12 412.4 12.4 12.4

P12+ Hispanic 12+ Other 12+

PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Di P tl d M t S 2009 M S 6AM MID P 12


Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM

Average Time Spent Per Tune-ing p

PPMPPM

Diary

1:14

1:41

1 11

0:36 0:33 0:36

1:14 1:11

Total 12+ Hispanic 12+ Other 12+

PPM P tl d M t O t b 2009 M S 6AM MID P 12


PPM, Portland Metro, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM

Avg Weekly Cume ComparisonAvg Weekly Cume ComparisonPortland October 2009 PPM

800,000

PPM Cume Diary Cume

I th Di iSix stations exceed 400,000 Cume Persons in PPM

In the Diary service, no Portland radio stations exceeded 300,000 Weekly C b d600,000

e

Cume, based on an average of the past four diary surveys –Fa08-Su09

400,000

Cum

e

200,000

0


PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 12+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 12+Note: Same stations are being used for comparison from Diary to PPM

PPM Vs. Diary Hour-by-Hour y yCume Rating ComparisonO t b 2009October 2009

50 0

60.0

PPM Diary

40.0

50.0

20.0

30.0

0 0

10.0

0.0

6A 8A 10A 12P 2P 4P 6P 8P 10P 6A 8A 10A 12P 2P 4P 6P 8P 10P

Monday - Friday Saturday - Sunday



Rating Comparisonsg pPortland PPM October 2009


PPM Conversion GridsExample

Initial Portland OR Conversion RateInitial Portland, OR Conversion Rate

•Persons 12+ = .86

•Persons 18-34 = .72

•Persons 25-54 = .87


PPM Vs. Diary Hour-by-Hour y yPersons 12+ AQH Rating Comparison

16.0

18.0

PPM Diary

10.0

12.0

14.0

6.0

8.0

0.0

2.0

4.0

0.0

6A 8A 10A

12P 2P 4P 6P 8P 10P 6A 8A 10A

12P 2P 4P 6P 8P 10P




PPM Vs. Diary Hour-by-Hour y yPersons 25-54 AQH Rating Comparison

20 0

16.0

18.0

20.0

PPM Diary

10.0

12.0

14.0

4.0

6.0

8.0

0.0

2.0

6A 8A 10A

12P 2P 4P 6P 8P 10P 6A 8A 10A

12P 2P 4P 6P 8P 10P

1 1 1 1 1 1



PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 25-54 vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 25-54Note: Same stations are being used for comparison from Diary to PPM

PPM Vs. Diary yAQH Ratings By Daypart, P12+

13.9

15.1

13.614

16 PPMDiary

11.212 12.1

10

12

14 y

7.17.7

6

8

10

4.34.9

2

4

6

0

2

Morning Drive Midday Afternoon Drive Nights Weekends


Portland AQH Ratings, October 2009 vs. Summer 2009, P12+ Market totalsNote: Same stations are being used for comparison from Diary to PPM

Listening By Demog yMonday-Friday 6AM-MID

22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54

16

18

20

10

12

14

H R

atin

g

4

6

8AQ

0

2

6A-7A

7A-8A

8A-9A9A-10A0A-11

AA-12

P

2P-1P

1P-2P

2P-3P3P-4P

4P-5P

5P-6P

6P-7P

7P-8P8P-9P

P-10P

P-11P

P-12A

Mo-Fr 6Mo-Fr 7Mo-Fr 8Mo-Fr 9

AMo-Fr 1

0AMo-Fr 1

1AMo-Fr 1

2PMo-Fr 1

PMo-Fr 2

PMo-Fr 3

PMo-Fr 4

PMo-Fr 5

PMo-Fr 6

PMo-Fr 7

PMo-Fr 8

PMo-Fr 9

PMo-Fr 1

0PMo-Fr 1

1P


Portland October 2009 PPM, Mon-Fri 6AM-MID

Listening By Demog ySat-Sun 6AM-MID

22 Persons 18-34 Persons 18-49 Persons 25-54 Persons 35-54

161820

101214

Rat

ing

68

10

AQ

H

024

0

Sa-Su 6A-7A

Sa-Su 7A-8A

Sa-Su 8A-9A

Sa-Su 9A-10A

Sa-Su 10A-11A

Sa-Su 11A-12P

Sa-Su 12P-1P

Sa-Su 1P-2P

Sa-Su 2P-3P

Sa-Su 3P-4P

Sa-Su 4P-5P

Sa-Su 5P-6P

Sa-Su 6P-7P

Sa-Su 7P-8P

Sa-Su 8P-9P

Sa-Su 9P-10P

Sa-Su 10P-11P

Sa-Su 11P-12A

36 © 2009 Arbitron Inc.S Sa Sa S S Sa Sa

Portland October 2009 PPM, Sat-Sun 6AM-MID,

Ratings by Employment Status g y p yPersons 25-54

18.0

20.0

12.0

14.0

16.0

8.0

10.0

2.0

4.0

6.0

25-54 employed 25-54 not employed

0.0

6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P


PPM, Portland, October 2009, Mon-Fri 6a-12m Persons 25-54 full-time/part-time vs. not employed, AQH Rating

Ratings by In/Out of Home g yListeningPersons 25-54

160,000

180,000

120,000

140,000

80,000

100,000

Out of Home In Home

40,000

60,000

0

20,000

38 © 2009 Arbitron Inc. Source: Portland Metro, PPM, P25-54, October 2009, AQH

Mo-Fr6A-7A

Mo-Fr7A-8A

Mo-Fr8A-9A

Mo-Fr9A-10A

Mo-Fr10A-11A

Mo-Fr11A-12P

Mo-Fr12P-1P

Mo-Fr1P-2P

Mo-Fr2P-3P

Mo-Fr3P-4P

Mo-Fr4P-5P

Mo-Fr5P-6P

Mo-Fr6P-7P

Mo-Fr7P-8P

Mo-Fr8P-9P

Mo-Fr9P-10P

Mo-Fr10P-11P

Mo-Fr11P-12A

Listening Levels by Income Levelg y

10.9

12.5

10 512.0

14.0PPM Diary

910.1 9.7

8.5

10.59.7

8.0

10.0

4 0

6.0

8.0

2.0

4.0

0.0$75K + $50K-$75K $25K-$50K <$25K

PPM P tl d PPM O t b 2009 M S 6AM MID P 18+


PPM, Portland PPM, October 2009, Mon-Sun 6AM-MID, Persons 18+ vs.Diary, Portland Metro, Summer 2009, Mon-Sun 6AM-MID, Persons 18+, AQH RatingNote: Same stations are being used for comparison from Diary to PPM

PPM Ratings Are MorePPM Ratings Are More CompressedDifference in AQH rating points between the number 1 station Q g pand the number 10 station

Portland18-34

Portland18-49

Portland 25-54

Portland 35-54

Diary PPM Diary PPM Diary PPM Diary PPMDiary PPM Diary PPM Diary PPM Diary PPM

M-F 6a-10a 2.4 0.6 1.1 0.6 1.4 0.6 1.8 0.8

M F10a 3p 1 8 1 1 0 6 0 9 0 9 0 6 0 9 1 0M-F10a-3p 1.8 1.1 0.6 0.9 0.9 0.6 0.9 1.0M-F 3p-7p 1.2 0.7 0.6 0.8 1.0 0.8 1.2 1.0M-F 7p-12m 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6p 1.3 0.1 0.6 0.3 0.4 0.4 0.1 0.6Sa-Su 6a-12a 0.6 0.3 0.5 0.4 0.8 0.4 1.0 0.5


Diary data based on Summer 2009PPM data based on October 2009 dataNote: Same stations are being used for comparison from Diary to PPM

PPM vs. Diary yDemographic Comparison

25 PPM

21 2019

18

21

20

Diary

1716

13

18

14

12

15

910

12

10

56

5

0P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+


Portland AQH Ratings, October 2009 vs. Summer08-Summer09, P12+ Market totalsNote: Same stations are being used for comparison from Diary to PPM

A Gl t R diA Glance at Radio Formats in PortlandFormats in PortlandOctober 2009 Pre-Currency PPM Data


AQH Persons by Format yGroupings40 000

33,600

26,500 25 20030,000

35,000

40,000PPM

26,500 25,200

19,800 19,400

14,400 13 50015 000

20,000

25,000

, 13,50010,900

8,000 7,500

2,700800

5,000

10,000

15,000

8000

News T

alktiv

e Roc

kAC Bas

edas

sic H

itsCou

ntry

CHRReg

ional

AAAAll S

ports

Christi

aners

onali

tysh

Sports

NewClas

sic/Acti

v

AC Adu

lt/Clas

C

Mexica

n R AllCon

tempo

rary C

Talk Per

Spanis

h


Portland AQH Persons, October 2009Note: Same stations are being used for comparison from Diary to PPM

News/TalkHour x Hour Trends P35+Hour x Hour Trends – P35+60,000

40,000

50,000

30,000

10,000

20,000

0

6A-7

A

7A-8

A

8A-9

A

A-1

0A

A-1

1A

A-1

2P

2P-1

P

P-2P

2P-3

P

3P-4

P

4P-5

P

5P-6

P

6P-7

P

7P-8

P

8P-9

P

P-10

P

P-11

P

P-12

A

Mo-

Fr 6

Mo-

Fr 7

Mo-

Fr 8

Mo-

Fr 9

A

Mo-

Fr 1

0A

Mo-

Fr 1

1A

Mo-

Fr 1

2

Mo-

Fr 1

Mo-

Fr 2

Mo-

Fr 3

Mo-

Fr 4

Mo-

Fr 5

Mo-

Fr 6

Mo-

Fr 7

Mo-

Fr 8

Mo-

Fr 9

P

Mo-

Fr 1

0P

Mo-

Fr 1

1P


News/Talk

Mexican RegionalQTR Ho r QTR Ho r Trends P6+QTR Hour x QTR Hour Trends – P6+30,000

20,000

10,0000,000

0

3P-3

:15P

5P-3

:30P

0P-3

:45P

3:45

P-4P

4P-4

:15P

5P-4

:30P

0P-4

:45P

4:45

P-5P

5P-5

:15P

5P-5

:30P

0P-5

:45P

5:45

P-6P

6P-6

:15P

5P-6

:30P

0P-6

:45P

6:45

P-7P

Mo-

Fr

Mo-

Fr 3

:15

Mo-

Fr 3

:30

Mo-

Fr

Mo-

Fr 4

Mo-

Fr 4

:15

Mo-

Fr 4

:30

Mo-

Fr 4

Mo-

Fr

Mo-

Fr 5

:15

Mo-

Fr 5

:30

Mo-

Fr

Mo-

Fr

Mo-

Fr 6

:15

Mo-

Fr 6

:30

Mo-

Fr


Mexican Regional

Contemporary Hit Radio (Pop & Rhythmic)y ( y )P18-34 Day of the Week Listeningg

8,000

5,700 5,500 5,400

6,7006,100 6,200

6,000

7,000

3,0003 000

4,000

5,000

1,000

2,000

3,000

0

,

Monday Tuesday Wednesday Thursday Friday Saturday Sunday


All SportsAverage PersonsAverage PersonsMen 18+, M-Su 6am-12mAverage Persons for October was 6,700

12,000 What Happened on Sept. 21st

8,000

10,000

4000

6,000

2,000

4,000

0

9/1

7/09

9/1

8/09

9/1

9/09

9/2

0/09

9/2

1/09

9/2

2/09

9/2

3/09

9/2

4/09

9/2

5/09

9/2

6/09

9/2

7/09

9/2

8/09

9/2

9/09

9/3

0/09

10/

01/0

9

10/

02/0

9

10/

03/0

9

10/

04/0

9

10/

05/0

9

10/

06/0

9

10/

07/0

9

10/

08/0

9

10/

09/0

9

10/

10/0

9

10/

11/0

9

10/

12/0

9

10/

13/0

9

10/

14/0

9


PPM Reveals Event ListeningListening

The King of Pop died on Thursday, June 25 2009June 25, 2009.

Did New York radio listeners hear the news from radio?

Did N Y k di kDid New York radio programmers make the right decision to meet the needs of his fans?


Michael Jackson’s Death: PPM Reveals R di ’ St th With B ki NRadio’s Strength With Breaking NewsNew York News/Talk Radio, Average Daily Cume, Persons 25-54

160,000

180,000First wide spread reports of Michael Jackson’s death

100,000

120,000

140,000

60,000

80,000

00,000

20,000

40,000

0

5P-5:15

P5:1

5P-5:

30P

5:30P

-5:45

P5:4

5P-6P

6P-6:15

P6:1

5P-6:

30P

6:30P

-6:45

P6:4

5P-7P

7P-7:15

P7:1

5P-7:

30P

7:30P

-7:45

P7:4

5P-8P

8P-8:15

P8:1

5P-8:

30P

8:30P

-8:45

P8:4

5P-9P

9P-9:15

P9:1

5P-9:

30P

9:30P

-9:45

P9:4

5P-10

P10

P-10:15P

10:15

P-10:30P

10:30

P-10:45P

10:45

P-11P11

P-11:15P

11:15

P-11:30P

11:30

P-11:45P

11:45

P-12A


6/25/09 Average Thursday

Source: New York Metro, PPM June-July 2009, P25-54, M-Su 6a-Mid, Avg Daily Cume PersonsAverage Thursdays = June-July 09 minus 6/25/09, Stations = WABC-AM, WCBS-AM, WINS-AM

The next day, WKTU (Rhythmic AC) alters programming to Michael Jackson hits

1,600,000

Friday 6/26 - the day1,363,600

1 200 000

1,400,000

Friday, 6/26 - the day after Michael Jackson dies

1,000,000

1,200,000

600,000

800,000

400,000

0

200,000

9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9


5/2

8/09

5/2

9/09

6/0

1/09

6/0

2/09

6/0

3/09

6/0

4/09

6/0

5/09

6/0

8/09

6/0

9/09

6/1

0/09

6/1

1/09

6/1

2/09

6/1

5/09

6/1

6/09

6/1

7/09

6/1

8/09

6/1

9/09

6/2

2/09

6/2

3/09

6/2

4/09

6/2

5/09

6/2

6/09

6/2

7/09

6/2

8/09

6/2

9/09

6/3

0/09

7/0

1/09

7/0

2/09

7/0

3/09

7/0

6/09

7/0

7/09

7/0

8/09

7/0

9/09

7/1

0/09

7/1

3/09

7/1

4/09

7/1

5/09

7/1

6/09

7/1

7/09

7/2

0/09

7/2

1/09

7/2

2/09

Source: New York Metro, PPM June-July 2009, P25-54, M-F 6a-Mid, Avg Daily Cume Persons

Stations Airing Christmas Music in gPPM Markets

1 4

1.6

1.8

2.0

0.8

1.0

1.2

1.4

0 0

0.2

0.4

0.6

0.0Washington, DC Atlanta Detroit Houston New York

Week of 11/27/08 Week of 12/04/08 Week of 12/11/08 Week of 12/18/08


Source: Arbitron PPM; Atlanta, Los Angeles, Detroit, Los Angeles and Washington, DC Metros; Mon-Sun 6AM-Mid; P6+

Summaryy Compliance is similar to all other PPM markets

Listening levels continue to follow trends in other PPM markets» Employment, as well as out-of-home listening continues to be a

major driver of ratings

Listening levels on evenings and weekends are similar to that of the diary.

Radio’s reach in Portland is approximately 90% of the metro each week

Ratings are compressed among top tier stations.

Granularity of PPM will allow programmers to improve the product in ways not possible with diary


P tl dPortlandOctober 2009 Pre-Currency PPM Data

Arbitron, Inc.November 6, 2009


Katie WilcoxClear Channel San FranciscoGeneral Sales ManagerGeneral Sales Manager


Transitioning to PPMTransitioning to PPM

What to Expect & How to PrepareWhat to Expect & How to Prepare

Diary PPMMethodologyPeople record their radio listening for seven days in a

MethodologyPersonal people meter is a portable electronic device (shapedPeople record their radio listening for seven days in a

“diary”Personal people meter is a portable electronic device (shaped like a pager and worn on the body with a clip) that records an encoded digital signal in radio broadcasts

Release PeriodsQuarterly / Seasonally (for example July, August and September data released as the “Summer Book”)

Release PeriodsMonthly plus a holiday release for a total of 13 release periods (January through December plus “holiday”)September data released as the Summer Book ) (January through December plus holiday )

Intab and ParticipantsSample of 2,725 Age 12+

An average of 225 different people each week for 12

Intab and ParticipantsPanel of 1,185 Persons Age 6+ (889 daily)

Participants may stay in the panel for as long as two yearsAn average of 225 different people each week for 12 weeks make up the 2,725 person sample

Responses of Spanish speaking Hispanics and African American respondents are heavily weighted to create a

i ll i f h k

Participants may stay in the panel for as long as two years Average term on a panel is eight months

Panel composition is reflective of the market demographics based on US Census data with slight weighting for under represented minorities

statically accurate representation of the market

Relies on individuals to accurately recall and record all radio listening

Adult Panelist must carry the PPM for at least eight hours per day for the results to be included

Demo DemoAges 12 and older measured Ages 6 and older measured

Included Stations Radio stations that subscribe to the diary service are “in the book”. Predominantly commercial broadcasters.

Included StationsAll radio stations that are encoded with an embedded signal within the audio broadcast. Sample can include commercial, public, university, HD, streaming etc.

Other DifferencesRecalled and written account of active listening. Primarily included stations that were selected by the diary keeper

Other DifferencesDigital measurement of radio exposure including stations overheard and those not personally selected by participant.

Specific start and end times of listening session are based on recall. Overall results reflect longer total TSL than PPM measurement.

Each panelist is exposed to more radio stations (in public places, taxis, etc.) creating an increase in cume for most stations compared diary measurement.

The Impact: Ratings & RankersThe Impact: Ratings & Rankers Massive market compression Lose “phantom” TSL Gain “phantom” cumep Younger stations get older Older stations gain some younger g y g

audience but comp can skew even older Daypart importance- AMD decreased while

MID becomes a bigger player. Weekends are viable stand alone.

Urban wildcard- depends on TSL

Impact: Cume, AQH & Frequency The meter records more stations per listener

and thus cume listening levels (per station) go up.g p

Generally speaking the stations that tend to be played in public environments have the biggest cume increases (vs the diary)biggest cume increases (vs. the diary).

However, most of this cume is very light and doesn’t have a significant impact on the AQH ti t (48% f d 8% fAQH estimate (48% of cume drove 8% of market AQH & 52% of Cume had TSL one hour or less in SF launch)

Much of this cume won’t show up in a schedule as reach.

Cume therefore does not show up in Cume, therefore, does not show up in Frequency

Impact: Weighting, Gender and Employment

E l d li t t di Employed listen to radio, unemployed watch TVB h i f l d i fl Behavior of employed influence ratingsP l d i hti b d Panel and weighting based on census data

Men have slightly higher ratings than women

Male ratings increase and composition shifts

The Bottom LineThe Bottom Line

PPM captures more listeners per station, and more stations per listener, but listeners stay tuned into each station a shorterstay tuned into each station a shorter period of time on average than recorded in the diary methody

Just because the measurement changed Just because t e easu e e t c a geddoes not mean that stations are suddenly under performing.

The measurement “base-line” has changed, not the value or results of radio

The Impact: NegotiationsThe Impact: Negotiations

CPPs go up diary to PPM (35%) Negotiations can be more subject Negotiations can be more subject

to short term fluctuationsN t ti bl iti l Non monetary negotiables critical

Gain reach, lose AQH, lose Gain reach, lose AQH, lose frequency

The Impact: ClientsThe Impact: Clients

Decreased access to zip code data

Increased cume does not impact AQH significantly frequency aAQH significantly – frequency a challenge to demonstrate

Planning can be out of sync with market realitymarket reality

Default to SQAD (big shops only)

Options for BuyersOpt o s o uye s Reduce points levels (e.g. 75 points) and use the

same b dgetsame budget. If they were getting results at 100 Diary points, you can

expect the same results from 75 PPM points

Plan for lower frequencies If they were getting results at a 3.0 frequency with diary

methodology you will get the same results from a 1 8 -2 0methodology, you will get the same results from a 1.8 2.0 frequency with PPM

Evenly distribute spots against all dayparts to Evenly distribute spots against all dayparts to coincide with PPM data. Evenings and weekends will help with your

efficiencies

Increase your CPP and buy the same point levels (e g 100 points) Budget will have to increase(e.g. 100 points). Budget will have to increase.

Selling in a Compressed Marketg p

Find your real USP (its not cume, heritage, signal strength , g , g gor anything generic)

Identify the emotional Identify the emotional connection between station and audience- sell it!

Customer Service Customer Service Sell results

Do Yourself a FavorDo Yourself a Favor

Call the releases “monthlies” Pre-sell your qualitative now Educate your ratings sensitive clients Find more non-ratings sensitive clients Pre-sell how listeners really use radio

(address dayparts, frequency, etc.) Pre-sell exposure Don’t knock it, get on board

Selling in a Compressed MarketSelling in a Compressed Market

Know the numbers: Find the tie breakers and know your weak yspots Turnover Turnover Audience Comp Gender Distribution Hourly sweet spotsy p % of total audience 25-54

Make the sale before the avail Make the sale before the avail

Good Luck!Good Luck!

Questions??

PPM MARKET CONVERSIONPPM MARKET CONVERSIONTHE NEW CURRENCY

Jim Gaither

Director of Media Negotiations

The Richards Group

PORTABLE PEOPLE METER (PPM)

P i di t d iPassive audio measurement device that tracks radio listening at any location



Showing that consumers listen to more radio than previously thought, but on a wider variety of stationsbut on a wider variety of stations




Fragmented ratings




Fragmented ratings

R di b d b “d ”Radio buys need to be “deeper”

CURRENCY CONVERSION

PPM Diary

1.41.0

1.2

0.81 01.0

0.6 0.8

0 60.60.4

0.4

0.20.2

0.0 0.0

PPM vs. DIARY CONVERSIONS

0 90

1.00

0.83

0.80

0.90

0.60

0.70

0.40

0.50

0.30

0.40

0.10

0.20

0.00ATL CHI DFW DET HOU LA RSB NY MSU NS PHI SF SJ WSH Average

STABLE AND COMPLETE DATA

P i t f t lPassive measurement of actual exposure, rather than recall



Only those with demonstratedOnly those with demonstrated compliance counted as in-tab




Far less reliance on “super-heavy” diary p y ykeeper





Five times the current weekly sample size






More stable audience trends







PPM data allows for audience estimates of Children ages 6 to 11







PPM data allows for audience estimates of Children ages 6 to 11

PPM data allows for audience estimates in ll h l h h ldcell phone-only households

COMMON QUESTIONS

D i th i iti l t iti h dDuring the initial transition, how do buyers buy a market? Do they use one PPM book? Or an average of multiple books? Why?

COMMON QUESTIONS


What are your customers using radio expecting with the change to PPM? Areexpecting with the change to PPM? Are they engaged in the details?

COMMON QUESTIONS



In your opinion, is radio becoming moreIn your opinion, is radio becoming more of a reach medium thanks to PPM? Or is frequency still the motivating reason for integrating radio into the media mix?integrating radio into the media mix?

COMMON QUESTIONS




How have your planners/buyers adjusted to the change in levels of frequency as we to t e c a ge e e s o eque cy as econvert to PPM from diary?

COMMON QUESTIONS




How have your planners/buyers adjusted to the change in levels of frequency as we to t e c a ge e e s o eque cy as econvert to PPM from diary?

With the shift in ratings, have buyers

COMMON QUESTIONS

Y h i d l t ith PPMYou have experienced a lot with PPM beginning with Houston. How have you changed how you bought Houston/Philly vs all remaining PPM markets? (What have you learned? What makes you wiser through your experiences?)g y p

COMMON QUESTIONS


With compression in the ratings, how can stations help sell the value of their

i (b id j k ?)stations (besides just a ranker?)

COMMON QUESTIONS


With compression in the ratings, how can stations help sell the value of their

i (b id j k ?)stations (besides just a ranker?)

Since your agency has undergone multiple market conversions what hasmultiple market conversions, what has been the most challenging adjustment for you?

COMMON QUESTIONS

H l $ b t bHave more or less $ been spent by your customers in radio due to PPM? Meaning despite the challenges of our economy, has PPM helped agencies provide insight to their clients than ever before?

COMMON QUESTIONS


Is the shift to PPM good for radio in yourIs the shift to PPM good for radio in your opinion?

COMMON QUESTIONS



What would happen if radio stayed withWhat would happen if radio stayed with diary methodology, in your opinion?

COMMON QUESTIONS



What would happen if radio stayed withWhat would happen if radio stayed with diary methodology, in your opinion?

What are some highlights to what you've g g yseen regionally? Perhaps, what have you noticed in markets like Dallas/Houston vs LA, CHI or NY?s , C o N

BOTTOM LINE …

BOTTOM LINE …

PPM i d!PPM is good!

BOTTOM LINE …

PPM i d!PPM is good!

FOR ALL OF US

Thank You


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