6.5 Medição das audiências
As audiências mais baixas no PPM
«(...) For years, Arbitron Inc. has measured radio ratings based on paper diaries filled out by listeners. But it's now in the early stages of moving to a new electronic system, called the Portable People Meter. Already in use in Philadelphia and Houston, the system will be rolled out more widely soon.
![[Photo]](https://osegundochoque.blogia.com/upload/externo-585795994b7a94b665c033229da86eba.jpg) |
The People Meter, a pager-sized device that automatically registers what radio station survey participants are listening to, is already yielding more specific -- and, in some cases, surprising -- data. The results from the first two markets indicate that people flip among stations more frequently than they say, that men listen to significantly more radio than women and that employed people listen a lot more than people who don't work. While the diary system pointed to some of these findings, it typically missed how broad they are. In the markets that have switched to the electronic ratings, rock and classic rock rank higher than before, while hip-hop and other urban music generally don't stack up as well. Perhaps most important, radio stations typically pull in a bigger audience than they thought, but that audience spends less time listening to them.»
![[chart]](https://osegundochoque.blogia.com/upload/externo-ddbd04c5710de1360e0a00e619fad215.gif)
fonte: «New Way to Count Listeners Shakes Up Radio», Wall Street Journal, By SARAH MCBRIDE, September 6, 2007;
O fenómeno-Renascença nos EUA...
Os primeiros resultados da PPM nas duas cidades analisadas mostram que as estações mais ouvidas, de acordo com o sistema antigo dos diários, afinal têm menos ouvintes. Será o fenómeno da inércia provocado pela vontade de muitos em querer estar com os vencedores, na linha da espiral do silêncio? em Portugal isso - penso - irá reflectir-se na Renascença, quando o registo de audiências for menos «humano».
«A reasonable worry with the rollout of Arbitron's Personal People Meter was that the new measuring device would do the same for radio ratings that Nielsen's Local People Meter has done for local TV ratings: knock them down for the bigger stations. That's exactly what's happening, which becomes clear with the release this week of a new set of results from the PPM in Philadelphia and Houston, the first two markets to switch to the PPM. The data are startling. Average quarter-hour ratings are off about 30 percent from those under the old paper-diary system, by Arbitron's calculations, and media buyers say the falloff can be as high as 50 percent or more for some stations. As with Nielsen's LPMs when they began rolling out several years ago, buyers face the prospect of spending more client ad dollars to reach the same audiences they thought they were reaching under the diary system. (...)
fonte: «Radio ratings tank with Arbitron PPM», Medialife Magazone, Aug 17, 2007
"Ouvir" e "escutar" com o PPM (e a rádio musical)
Mark Ramsey suscita mais uma questão relevante, a partir de um comentário no seu blogue (a discussão é clássica, mas ganha nova actualidade com o PPM que não mede quem está a ouvir mas o que está sintonizado):
Noutro comentário há quem diga que a questão é relevante para a rádio musical e não tanto para a rádio de palavra: «Talk radio follows completely different rules, especially in this case. As we continue to debate how to fix music radio, I think it is important to look at the success of talk radio, their personalities, and why they are thriving»
PPM chega à Dinamarca; e a Portugal?
«New York - Jun 25, 2007 - The radio industry in Denmark has selected the Arbitron Portable People Meter (PPM) system as its electronic audience measurement system. The five-year contract was awarded to TNS Gallup, an international licensee to the Arbitron PPM technology. Beginning in January 2008, a national panel of 750 Danish consumers will be equipped with the Arbitron PPM to collect overnight radio listening data. Danish broadcasters will analyze the ratings at one-minute increments and use the data for commercial sales and for program planning. The PPM encoding system will also be used by the Danish television industry beginning in the fall of this year to identify the programming sources for the set-top push-button people meters operated by TNS in Denmark. Since 2001, TNS has also used the Arbitron PPM in Singapore to identify the programming sources in set-top push-button people meters. » (fonte: Denmark Radio Selects Arbitron PPM RadioCurrents On line, 25/06/07)
Mudança no método de medição dá aumento de audiências (EUA)
«Internet listening to AM/FM radio stations grew substantially in the last reporting period from Arbitron, going from 4,684 quarter hours in the spring of 2006 to 20,331 quarter hours in the fall of 2006.
The increase in quarter hours coincides with the implementation of new diary instructions, effective in the fall of 2006, that identify internet and satellite radio as sources of listening for respondents to note in their diaries in addition to AM/FM radio, according to Arbitron.
Sixty-six percent of the quarter-hours that included an internet identifier for an AM/FM station identified a local station. Seventy-eight percent of these diaries that contained listening to the internet streams of local stations also contained listening to the over-the-air version of the station.
Despite the growth in internet listening, listening to AM/FM radio stations online still accounts for less than 1 percent of un-weighted quarter-hours overall in the 30 analyzed markets (from 0.11 percent in spring 2006 to 0.47 percent in fall 2006).»
fonte: Internet Listening to AM/FM Radio Stations Soars in Fall 2006 Media buyer planner, 11/06/07
Mais e melhor escuta de rádio (PPM)
«(...) The first official radio ratings from Arbitron’s long-in-the-works PPM are out for the Philadelphia market, and those initial ratings suggest very different radio listening behavior than what the old diary system reported. More people are listening to radio than previously thought. They're also listening to more stations, and they’re doing so for longer periods of time. And, most significant, ratings for specific demographics are dipping on some top stations. Much as with Nielsen's old TV diary system, it appears Arbitron's diary households were wont to fill in fewer stations than they actually listened to and to fill in the best-known or biggest stations. The diary says the average listener listens to two or three radio stations but the PPM says the average listener is exposed to five or six stations,” says Thom Mocarsky from Arbitron. In the end, once the PPM system is fully rolled out, that means media buyers will be booking many more spots on a longer list of stations to reach the same number of people as current schedules. Buyers will have to buy more units to achieve current reach and frequency goals to reflect the fact that listeners are splitting their time among more stations. That will tighten up inventory and will give stations some leverage to raise prices.»
fonte: «Radio buyers can expect deeper buys», Media Life Magazine, By Kevin Downey, May 1, 2007
PPM na Islândia, Noruega e... Cazaquistão! E Portugal?
Clear Channel assina com PPM; era inevitável
«Clear Channel Radio CEO John Hogan informed employees via an internal memo that his company has signed up for PPM ratings in Philadelphia, just one day after the first PPM data for that market was released. However, he says Clear Channel remains committed to the process it launched a while back to investigate other forms of electronic measurement, including a test of the Media Audit's cell-phone based system that's slated to launch in Houston.
"I'm pleased to let you know that we've signed a three-year agreement for electronic audience measurement services in the Philadelphia market," Hogan said. "We will begin encoding for Arbitron's Portable People Meter service and we have subscribed to their audience data service."
"We are also continuing our important work with the RFP Evaluation Team (alongside advertisers, media buying agencies and other broadcasters) in evaluating all potential electronic audience-measurement options. As you may know, we are also co-funding a Houston test for The Media Audit/Ipsos with several other broadcasters."
"Our commitment to accurate, timely electronic audience measurement at a reasonable cost remains complete. We have fully supported all companies pursuing electronic audience measurement for radio because we continue to believe that radio deserves the highest-quality rating engine - matching or exceeding what's available to television and other media."»
fonte: «Clear Channel Signs Up For PPM In Philly», Radio Ink, 2/03/07
Quase todas as rádios estão codificadas (PPM)
A MediaAudit não desiste do seu telemóvel
«Dallas - Feb 9, 2007 - The Media Audit/Ipsos is developing an electronic audience measurement system that tracks listener habits by using a device called a Smart Cell Phone. This system does not require listeners to carry a device strictly for listening measurements like the Arbitron PPM. The Media Audio study will be conducted in Houston and will include a panel of 2,500 respondents aged 12+ to use a cell phone that monitors radio listening. An initial core of five of the nation's nine largest radio broadcasters, representing more than 25 percent of all radio revenue, have agreed to support The Media Audit/Ipsos media measurement initiative financially. The company expects that additional radio broadcasters will join the initial group of Clear Channel, Cox, Cumulus, Entercom and Radio One during the next several weeks. The Media Audit/Ipsos is one of three finalists bidding for the U.S. radio measurement contract with Arbitron, and Mediamark Research.»
fonte: «Media Audio Plans Market Study of Smart Cell Phone» RadioCurrents Online, 12/02/07
As audiencias medidas pelo telemóvel (dificuldades)
«(...)“If you look at the way cellphone penetration and usage works out it’s heavily skewed toward certain demographic groups, and as you get older, people simply don’t use it nearly as much. Or if they have one they don’t carry it with them, and it makes it much harder to execute a disciplined research study, as opposed to recruiting people to carry a device. It’s just a cleaner, purer way to do research, using a separate device.
“Long-term, we certainly aren’t of the belief that the separate device is the only way to do it or that there won’t be better ways to go forward. But I’m not sure that we would conclude that the cellphone was the be all and end all of other devices. There are people who are addicted to their cellphone and there are people who are addicted to their iPod. If we can take a broader view of devices and be, in effect, agnostic as to which device we use, we move to a world where software as opposed to hardware is the driver. I think we would see a more flexible future in terms what device people carry. And the further we can go down that road the higher level of cooperation we’re going to get.” »
fonte Radio Ink, «Arbitron Chief Discusses Potential Cell Scenario», 16/02/07
ACT «O início (hoje) da medição electrónica das audiências de rádio» (EUA)
«O dia de hoje fica marcado, no mercado dos media nos EUA, pelo início da medição electrónica das audiências de rádio. O primeiro mercado a usar este sistema será o mercado de Filadélfia. Em Filadélfia, serão hoje entregues ao mercado os últimos resultados de audiência de rádio recolhidos através do preenchimento de diários em papel. Estes dados serão usados no mercado publicitário, como "moeda", até Março deste ano, altura em que a empresa conta divulgar os primeiros resultados definitivos da medição pelo Portable People Meter (PPM). Os dados da medição electrónica de Janeiro e Fevereiro terão apenas um carácter demonstrativo. A Arbitron irá distribuir aos seus clientes dados semanais e mensais, que terão como base um painel de 2 040 indivíduos de 6 ou mais anos residentes em Filadélfia. A Research-Live divulgou, entretanto, na passada segunda feira (8 de Janeiro), que uma das principais estações de Filadélfia, a Clear Channel, ainda não tinha acordado em codificar a sua emissão por forma a ser reconhecida pelo PPM.Desta forma, permanece o clima de expectativa, já que agências como a Carat já disseram que apenas poderão comprar espaço publicitário em estações que tenham concordado em participar neste sistema de medição electrónico. Recorde-se que o PPM é um novo tipo de audímetro que detecta sinais inaudíveis, embebidos na emissão das estações, apresentando como principal vantagem o facto de poder medir as audiências de televisão e de rádio tanto dentro como fora de casa. Este sistema já foi testado em Portugal pelo Grupo Marktest.»
fonte: «Arbitron prepara lançamento de audiências pelo PPM em Filadélfia», Marktest.com, 11/1/07
Mais:
«Based on a target install of 2,040 persons age 6 and older, Arbitron says they are currently more than 90 percent installed.
Cell phone-only households are being recruited for the PPM service in Philadelphia. Nearly 10 percent of the installed panel are cell phone-only homes. “We have truly ended an era with the delivery of the Radio Market Report for the Fall Survey. These are the very last ‘currency’ radio ratings for Philadelphia that we intend to tabulate using entries written in diaries,” said Jay Guyther, senior vice president, Rating Services, Arbitron Inc. “The arrival of the PPM service also means the end of Arbitrends for Philadelphia. Instead of Winter Phase 1 and 2 Arbitrends reports, subscribing stations will receive monthly PPM-based audience estimates using the installed PPM sample»
ACT «A medição electrónica de audiências de rádio começou a ser feita no dia 11 de Janeiro nos EUA, mais precisamente em Filadélfia, o primeiro dos 50 estados norte-americanos a adoptar o sistema, de acordo com a newsletter da Marktest.
A última medição com base em entrevistas foi divulgada no mesmo dia, sendo que estes dados serão utilizados até ao mês de Março, data em que a Arbitron, empresa que implementou o sistema neste mercado, conta divulgar os primeiros resultados oficiais da medição por PPM (Portable People Meter) (...)» (meios e publicidade, «Audiência de rádio em Filadélfia já é medida pelo PPM», 15/1/07).
Os que resistem ao PPM boicotados?
«Arbitron is just weeks away from going live with PPM ratings in Philadelphia, but a reliable source in the market tells RBR that neither Clear Channel nor Radio One stations are encoding. That's 37.5% of the market's billings. We also heard, but couldn't confirm, that Carat told Arbitron they are not going to buy any stations that are not encoded. If there were several agencies doing that, it would put enormous pressure on the radio companies to encode. The deadline for PPM encoding is Jan 11 in the market. Arbitron PPM President Pierre Bouvard tells RBR: "In conversations with many agencies across the country, we hear they are making these kinds of demands for PPM encoding because of pressure from outside auditing firms who review their buys. If someone is not encoding, they will be essentially an unrated radio station. There are many advertisers that have dictates that say you can't buy unrated radio stations. That's why we will give any station an encoder for free." RBR observation: Why are CC and Radio One inflicting wounds on their own industry? The reasons for Clear Channel's not encoding: Now that they're going private, they don't need to bow to Wall Street pressure, so they can afford to gamble for a year (the deal will still be executed at the same price, no matter what), further posturing against Arbitron for lower rates and/or hoping Media Audit gets the RFP recommendation. Radio One is just following in their footsteps because of its close relationship to CC and its own battles with Arbitron over rates»
fonte: RBR news, 23, 249 Jim Carnegie, 27/12/06
Medir as audiências no carro
É antiga a preocupação de rádios, anunciantes e fabricantes de encontrar uma forma de medir as audiências nos automóveis - não só porque é grande a percentagem de ouvintes nos carros como porque seria possível encontrar uma tecnologia que, via satélite, descodificasse as preferências radiofónicas dos ouvintes.
O problema parece ultrapassado com as recentes tecnologias da Arbitron (PPM) e da MediaAudit (o Smartphone), mas em 2004 uma empresa - já desaparecida - chamada Navigauge apresentou um sistema (destaque no IHT de 25/8/06, «Tracking radio listeners via satellite») que pretendia corrigir os erros dos diários da Arbitron. A Arbitron não recebeu bem o desafio e a empresa nunca chegou a passar de um teste feito em 2004 em Atlanta que, pelos vistos, produziu resultados «radicalmente diferentes» dos diários da Arbitron.
Ou seja, a Navigauge apareceu cedo de mais...
O fim do papel e do lápis na medição de audiências (EUA)
«Arbitron announced yesterday that, effective with the Winter 2007 survey, radio survey participants in diary-based markets will have the option to use an Internet-based, electronic diary in place of the standard paper and pencil survey tool.
“We want to give Internet-savvy respondents the option to use an up-to-date survey tool that better fits their lifestyle and habits,” said Ed Cohen, vice president, Domestic Research, Arbitron Inc. “ The Arbitron eDiary has the potential to increase survey participation from younger adults, a population that currently tends to be under-represented among paper and pencil diary keepers.”
An image of the eDiary can be viewed here. »
fonte: Radio Ink, 1/11/06, «Arbitron Radio Diary Goes Electronic»
Arbitron processa rival Media Audit
« It alleges that Media Audit infringes on three Arbitron patents for electronic audience measurement technology. It asks the court for a permanent injunction and damages» Fonte: RWonline, 12/10/06, «Arbitron sues Media Audit»
A medição de audiências esquece novas plataformas
Este texto de Mark Ramsey chama a atenção para uma grave lacuna na medição da Arbitron: basicamente, o sistema só mede o FM e o AM (agora vai começar a contar as rádios não comerciais), esquecendo o satélite e o HD. isto é importante para o desenvolvimento comercial dos novos suportes... Mas também porque...
«Implication: More Internet and Satellite radio listening will recorded. Lower shares for your terrestrial station.»
Nielsen quer medir rádios nos EUA?
Seria surpreendente se isto se confirmasse, mas para já fica a indicação:
«Reuters reports that a turf war could be brewing as TV ratings service Nielsen Media Research said yesterday it was in talks with the radio industry about possibly tracking listening audiences.
A spokeswoman for Nielson – which is owned by VNU – said, "We are in discussions with the evaluation team to see whether it makes sense for Nielsen to enter the measurement of radio.”
Nielsen's move comes as Arbitron is trying to win industry approval for its portable people meter. Additionally, Arbitron is also facing competition for its ratings business from Media Audit/Ipsos and their Smart Cellphone system.
Nielsen split with Arbitron in March, ending an agreement reached in 2000 which gave Nielsen an option to commercially deploy the portable people meter for TV measurement.»
fonte: «Nielsen In Talks About Radio Ratings», radio Ink, 11/9/06
PPM detecta sinais não codificados
O PPM da Arbitron recebe habitualmente duas grande criticas: que é complicado trazer um aparelho que não serve para mais nada e que só detecta as rádios que codificam um sinal interno. Ora a esta - e principal - acusação acabam de responder com a possibilidade de detectarem tambem as rádios que não se condificarem:
«Arbitron has announced that it is field testing the addition of an audio matching capability to the Portable People Meter electronic ratings system which would allow the PPM to track audiences to radio stations that choose not to encode their signals.
Arbitron says the dual-function meter is capable of identifying a radio station using two methods of detection using existing Portable People Meter hardware»
fonte: «Arbitron Field Tests A PPM That Tracks Unencoded Radio Stations», Radio Ink, 14/9/06