3. The Breakdown
• 3 hour game:
– 90 minutes of players standing around
– 40 minutes of commercials
– 14 minutes of live action
– 10 minutes in instant replays
14. Video Consumer Mapping Study
(VCMS)
Ball State University Media Center
http://cms.bsu.edu/Academics/CentersandInstitutes/CMD/InsightandResearch/C
apabilities/ProjectGallery/VideoConsumerMappingStudy.aspx
16. What Did They Measure?
• Two full waking days of observation
• In April/May and again in Sept/Oct 2008
• Five markets across the US
• Total 952 days or 750,000,000 minutes
19. AVERAGE DAILY MINUTES OF SCREEN MEDIA BY AGE GROUP
Consumers Accumulated Screen Time
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
All participants, including non-users of various media, including concurrent media exposure
22. Conclusion
• TV isn’t dead
• Concurrent usage is real and accounts for
15-28% of all media screen time
• Usage patterns will continue to evolve as
the population ages
• Target audience has to drive the media
strategy (McDonalds’ Happy Meal vs.
Polident)
27. Portable People Meters
• Measures analog, digital, live and
recorded broadcasts (not satellite)
• Utilizes "psychoacoustic masking,” which
makes it possible to “hide” tiny bits of
sound energy in the normal audio output
of electronic media signals
28. Station Encoder & Monitor
Analog Encoder
Digital Encoder
SDI Encoder
31. Diary vs. Meters
• High rated stations yield lower ratings with
PPMs
• Smaller stations increase in ratings
• More stations are reported
• More dayparts have ratings
32. Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or dial position) in an
Arbitron diary with a start and stop time
OR
• "someone within earshot of a station signal
coming from a radio."
33. Listeners Defined
• A radio station listener is operationally
defined as "someone who enters a
station's call letters (or dial position) in an
Arbitron diary with a start and stop time
OR
• "someone within earshot of a station signal
coming from a radio."
• Is that really a listener?
35. Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the advertising time
– The tighter the inventory pushing the pricing
even higher
44. What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who enters a station's call
letters, program title with a start and stop
time in to a Nielsen diary
OR
• “someone who turns on their TV set”
OR
• "someone who pushes a button on the
Nielsen Peoplemeter remote, when the set
is tuned to the program.“
45. What is a Viewer?
• Operationally a viewer is defined by NTI as
"someone who enters a station's call letters,
program title with a start and stop time in to a
Nielsen diary
OR
• “someone who turns on their TV set”
OR
• "someone who pushes a button on the Nielsen
Peoplemeter remote, when the set is tuned to
the program.“
• Is that really a viewer?
46. What is a Viewer?
• Operationally a viewer is defined by NTI
as "someone who pushes a button on the
Nielsen Peoplemeter remote, when the set
is tuned to the program.“
• Is that really a viewer?
50. Value of a Rating
• Higher the rating:
– The larger the audience
– The more costly the program
– The tighter the inventory; the higher the price
to advertisers
51. Future of TV Measurement
• Screen shifting to the web/iTV will provide
more granular information on the user, the
session, the frequency of use, the program
loyalty, interaction with advertiser products
and ROI
• Detection technology to indicate you are
actually watching the screen
52. Newspaper Attributes
• Considered a mini-mass media vehicle
• Local market focused
• Reaches and older, more affluent
demographic
• Good flexibility
55. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"
• Is that really a reader?
60. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"
61. Reader Defined
• As someone who answers, "yes" to the
MRI question "Did you happen to read or
look into any of these publications (the
weeklies screened in) in the past week…"
• Is that really a reader?
64. Unit of Measurement
• DEC (daily effective circulation)
• Eyes On measurement (new to the
industry)
• Geographic proximity
65. Viewer Defined
• As the average number of persons 18+
potentially exposed to an out-of-home
advertising display for 12 hours (not
illuminated, daylight only 6:00 am – 6:00
pm), 18 hours (illuminated until
midnight), or 24 hours (illuminated
continuously).
• Is that really a viewer?
66. Conclusions
• The average adult see between 900 and
5,000 ad messages per day
• Traditional media vehicles are part of that
mix
• The target audience should drive the
media
• Traditional media will continue its migrate
to digital