Selling with Numbers
Applying Scarborough and Arbitron Data
Jenny Griffith
Nat’l Agency Training Consultant
Arbitron Inc.
Los Angeles, CA
Special Guest: Monica Narvaez
Agenda
»Who is Arbitron and why is it important?
»Methodology and Terminology
»Using Arbitron as a resource for sales
»Additional Training Resources
Who is Arbitron?
Arbitron is…..
A media research company that measures network and local market radio
audiences across the United States
How does Arbitron Impact you?
Radio stations and radio groups use Arbitron’s local and regional radio
ratings services to demonstrate the value of their audience to advertisers
Where do Ratings Come From?
© 2011 Arbitron Inc.
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How would you know if this
lake is contaminated?
The Sample in Los Angeles
Arbitron: February 2013
© 2011 Arbitron Inc.
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PPM (Portable People Meter)
The PPM Hardware
Encoder
Recharging Base Unit
Portable People
Meter (PPM)
Data Collector/
Modem
TM
PPM 360
The Next Generation
PPM 360 is a bridging technology that creates a path to
leveraging emerging mobile platforms and creating the
ability to provide new services.
The newly designed meter:
• Has a sleeker, smaller design
• Is easier for panelists to set up,
use and charge
• Marries PPM technology with a mobile
wireless platform for mobile data retrieval—
anytime, anywhere
• Gives Arbitron the ability to send messages to
panelists with a new text screen
PPM Measurement System
“Three Simple Rules”
» Keep your meter with you
» Keep the green light on
» Recharge your meter at
bedtime
Note: PPM detects codes
even when docked and
regardless of green light
status
L.A. Median Carry Times by Sex/Race
Out-of-Dock Time
Carry Time
15:52
15:03
Men
16:12
15:55
15:45
14:45
Women
14:58
Other
Source: Los Angeles PPM , Weekday
15:38
15:04
Black
14:50
Hispanic
Turning Data into Dollars
QuaNtitative vs. QuaLitative
NUMBERS
LIFESTYLE
Arbitron
Scarborough
HOW MANY people are
WHO is listening to my station
listening to my station?
and what are their
shopping/lifestyle behaviors?
How Will You Use Arbitron Data….
»Uncover strengths & weaknesses of your station
• Provide your station’s insights to clients
• Understanding your competition
• Ability to understand individual daypart and demo performance
»Price radio ad time
• CPP’s (Cost Per Point)
Quantitative Radio Estimates
Cume Persons (Cume)
Time Spent Listening (TSL)
Average-Quarter-Hour Persons (AQH)
Average-Quarter-Hour Rating (Rating)
Average-Quarter-Hour Share (Share)
Reach
Frequency
Cume Persons
TOTAL
DIFFERENT
The
number of
people who tune in to your station for at least 5 mintutes
How many potential customers
What is the benefit of a large Cume to the client?
You can invite a large number of potential customers to
buy your product or use your service
Use it with: Local/direct clients; Cume drives reach in a campaign
schedule
For Cume
Listeners have to tune in only once to be counted
CUME = 7
Different
Listeners
Time Spent Listening
AVERAGE listener
The amount of time the
spends with a station within a daypart
High TSL can be translated to listener loyalty
Expressed in Hours and Minutes
What is the benefit of having long TSL to the client?
The customer will hear your message enough times to remember it
and to act on it.
AQH Persons
AVERAGE
The
number of people
listening to a particular station for at least five minutes
within a 15-minute period of time
The number of people who will hear a commercial each
time it plays
Average Persons
12:00-12:15 = 200
12:15-12:30 = 300
12:30-12:45 = 100
12:45-1:00 = 500
1,100
1,100
4 Qtr. Hours = 275 Average Persons
© 2011 Arbitron Inc.
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The Basic Building Blocks of Arbitron
Radio Data
Cume
TSL
AQH
(Avg Qtr
Hour)
AQH Rating
The AQH Persons estimate expressed as a
population being measured
% of the
The % of people listening to a particular station
compared to the population
AQH Persons
Population
X 100 = Rating
Share
%
The
of those listening to radio and are listening to a
particular station
This measurement is only taking into consideration a
universe of people listening to the radio
Rating vs. Share
Everyone in Market
(Universe/Population/Metro)
Those Listening to Radio
Those Listening to a Particular
Station
Rating
Your listeners expressed as a % of the
TOTAL
MARKET population
Everyone in Market
(Universe)
Those Listening to a
Particular Station
Share
Your listeners expressed as a % of the
RADIO
LISTENING population
Those Listening to Radio
Those Listening to a Particular
Station
Together the Blocks Build….
TSL
Cume
AQH
(Avg Qtr
Hour)
Rating
Share
Reach
DIFFERNT people who are
EXPOSED to a commercial at least once
The number of
during an advertising schedule
The higher a station’s Cume, the easier it is to build
message Reach
Expressed as a %
Frequency
AVERAGE
The
number of times a listener
hears a commercial throughout a schedule
The higher a station’s TSL, the easier it is to build message
Frequency
Putting it all Together in a Ranker
REACH FREQUENCY
How Does the Ranker Change with a
Hispanic Audience….
© 2011 Arbitron Inc.
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Hour By Hour Reports
What are your peak times of the day?
• Consider non-peak times to help small budget Advertisers
• If their budget does not allow them to own a station they may be able to
own a daypart
Understanding the Geographical
Strengths of Your Station
Compositions Reports
© 2011 Arbitron Inc.
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Benchmark Reports
How efficient is your station comparatively
Duplication Grids
»Do you share an audience with a more premium priced station?
© 2011 Arbitron Inc.
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Scarborough
© 2011 Arbitron Inc.
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Scarborough Measures…
Shopping/Retail
Behavior
• Shopping Centers
• Malls
• Department Stores
• Drug Stores
• Supermarkets
• Convenience Stores
• Discounters
• Mass-Merchandisers
• Specialty Shops
• Clothing Stores
• Sporting Goods
• Furniture Stores
• Coupon Usage
• On-line and Off-line
Product/Service
Consumption
• Alcoholic/Non•
•
•
•
•
•
•
•
•
•
Alcoholic Beverages
Automotive
Banking & Financial
Computers
Fast Food &
Restaurants
Home Improvement
HealthCare/Insurance
Travel
Business-to-business
Internet Usage
Telecommunications
Entertainment/
Lifestyle
• Sports Involvement
• Events Attended
• Leisure Activities
• Personal Activities
• Voting Behavior
Demographics
• 24 Individual &
HH Level Measures
• Lifestyle Changes
Media
• Newspaper
• Radio
• TV-Broadcast
• TV-Cable
• City/Regional
•
•
•
•
•
Magazines
Out-of-Home
Direct Mail
Yellow Pages
Computer
On-Line/Internet
How Might You Use Scarborough Data…
»Show the value of your listeners in the category
• Great for Cold Calls
• Sell your listeners, not a Ranker
• Show WHY advertising is needed
»Calculate a Return On Investment (ROI)
• Let clients see what they could get for their investment
• Allows you to build better promotions and co-op opportunities
• Create directed copy to send the RIGHT message to your audience they
are more likely to tune into
Prospecting by Category
Products KAMP Listeners Plan on Buying in the Next 12 mos.
Market/Release: Los Angeles, CA 2011 Release 2 Total (Aug 2010 - Jul 2011)
Base: Total Adults 18+ Projected: 13,593,028 Respondents: 9,208
Target: KAMP FM KAMP FM 6AM - MID M-S CUME Projected: 2,692,692 Respondents: 1,401
Percent of Base: 19.8%
Where are KAMP Listeners buying
furniture?
Did you know that…
Over 1.6 Million Consumers Plan on
buying a mattress in LA this year?
One out of four of mattress buyers are Hispanic!
Top 5 stores for mattress shoppers!
X Radio Listeners are 88% more likely to buy a mattress than the average
Hispanic!
Last year our listeners spent over $2.8 million dollars in mattress purchases!
For more information on attracting mattress buyers to Your Store, contact:
Account Executive
Source: Los Angeles, Scarborough R2 2010
Phone Number
Selling the Quality of your Listeners for a
Particular Brand (Trader Joe’s)
Ranker Report Export from TAPSCAN Web
Market:
LOS ANGELES
Survey:
Arbitron February 2013
Geography:
Metro
Stations:
Qualitative
Survey:
User Selected
Qualitative:
Purchased most groceries at Trader Joe's (wk)
Scarborough R2 2012: Aug11-Jul12
Socioeconomi
c
Pop
Intab
Avg Daily:
Adults 25-54
5,610,200
Avg Daily: 1,315
Avg Weekly:
Adults 25-54
5,610,200
Avg Weekly: 1,139
Age/Gender
Age/Gender
Adults 25-54
Qual Pop
Avg Daily:
322,800
Qual Intab
Adults 25-54
Avg Weekly: 322,800
214
© 2011 Arbitron Inc.
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1.6Mil people have been to a Dodgers
game in the past year
And they are heavy RADIO consumers
Index
122
48.2%
119
98
40.4%
105
86
39.9%
113
How can you position this data?
Where is radio in your media mix?
Let us partner to help you increase your attendance.
© 2011 Arbitron Inc.
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WHO:
Choose an event or
brand as the target in
order to provide
demographic insight on
their consumers
What:
% of attendees that
listen to your station
weekly
Ways to Use on a Cold Call
How to Read:
18.3% of HHs
that plan to buy
a new car in the
next year listen to your
station!
Market
KAAA-FM
TIP:
Change view to Persons to see how many
potential buyers are found on your station!
Things to Consider When You are Looking
for a Story in the Data……
»Geographic Strengths
»Demographic Strengths
»Loyalty Listening Strengths
»Composition Strengths
»Helping the Buyer Buy
Additional Training
»Schedule trainings with your Training Service Consultant
• Denise Kaduri
– denise.kaduri@arbitron.com
– 410-794-2867
»Sign up for virtual training online
• Check out arbitrontraining.com
– Live Lead
– On Demand
»Arbitron Training has a YouTube Channel
• http://www.youtube.com/user/ArbitronTraining
– Spanish Language Radio Today
– Country Radio Today
– Training Videos
There are lot’s of Resources at your
Disposal…..Take Advantage!
© 2011 Arbitron Inc.
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Questions
Thank you!
Jenny Griffith
Sr. Training Service Consultant
Jenny.griffith@arbitron.com
© 2011 Arbitron Inc.
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