6.5 Medição das audiências

Telemóvel preferido para medir audiências

A Media AUdit/Ipsos labora em favor do seu telemóvel, contra o pager da Arbitron (PPM).

«A recent radio study shows 35% to 40% of participants in the study are more likely to routinely carry a cell phone than a pager device to measure radio audiences. This is one of the many findings of a telephone study of 1,000 randomly selected adults commissioned by The Media Audit/Ipsos, one of two companies competing for the US electronic radio ratings contract» (fonte: «New Study Indicates Pager-like Device May Be Reason for Lower Listening Levels with PPM», MediaAudit, 21/7/06)

Preferred Monitoring Device by Research Participants
	Cell Phone	Pager	Advantage of Cell Phone over Pager
Male	6%	21%	300%
Ages 18-34	71	22	323
Non-white	72	18	400
Source: MediaAudit/Ipsos, July 2006

PPM arranca em Filadélfia

«Arbitron announced today that it has begun installing its Portable People Meter (PPM^SM) system among Philadelphia-area consumers for the all-electronic radio ratings service, which is scheduled to replace the current paper and pencil diary method that the company has employed to collect radio audience estimates in Philadelphia since the late 1960s. Arbitron is recruiting a panel of 2,040 consumers (age 6 and older) to carry the Portable People Meter, a cell phone-sized device that automatically detects inaudible station identification codes. The first release of radio ratings will take place after the completion of an audit report by the Media Rating Council® (MRC) and a review of the audit report findings with the MRC radio committee. The MRC audit process in Philadelphia currently is under way.»

fonte: «Arbitron Installs First Households For Rollout Of Portable People Meter Ratings Service In Philadelphia», 31/08/06, Arbitron

Os planos da Media AUdit/Ipsos se...

«If the Media Audit/Ipsos Smart Cell Phone measurement system is selected by the radio industry for radio ratings, the largest Designated Market Areas (DMA) will be the first to be surveyed. The company is currently conducting tests of the system in Houston.

The tests are the lead-up to the full market test, and the company will start recruiting for the full market test in the fall. The results of those tests will be released this winter. If The Media Audit/Ipsos system is selected as the electronic radio ratings service, New York, Los Angeles and Chicago will be the first three markets to be surveyed after the completion of the full market test in Houston. The company plans to provide the service to 12 markets in 2007 if adopted.

The Media Audit/Ipsos system uses a Smart Cell Phone to capture the ratings data, so there is no hardware to manufacture for listeners to carry»

fonte: «Media Audit, Ipsos Plan First Measured Markets», Radio Currents Online, 7/8/06

Primeiros ecos do PPM em Houston

«“Instead of waiting as long as a month for a ratings report that only reflects the average audience for the previous three months, radio station executives will now have a single week of reliable audience ratings to see how a programming strategy is working. And thanks to the reliability of the PPM ratings, programmers won’t have to resort to home-brew, back-of-the envelope extrapolations of Arbitron data that can lead to misleading conclusions about the behavior of the radio audience. With PPM, when you run a strong promotion, make a personality or format change, you'll have credible audience feedback within weeks."» (Gary Marince, VP, Programming Services, Arbitron Inc)

fonte: Radio Ink, «Radio One Softens Stance On Houston PPM», 25/8/06

Mais resultados do PPM

«A report by Arbitron shows their Portable People Meter measures large listening increases during major sporting events especially those with afternoon and early evening start times. These big increases in sports radio listening were recorded during major sporting events such as World Cup Soccer, the NFL Football Draft and regular local team games»

fonte: «PPM Indicates Large Listening Increases During Major Sporting Events», radio Ink, 25/7/06

A guerra Arbitron-Media Audit (pela medição electrónica)

«Media Audit has released the results of what they’re calling "landmark" study of 1,000 adults in which they gave consumers a choice: cellphone or pager. Media Audit says consumers would be far more likely to participate in a research study using a cell phone rather than a pager-like device. Not surprisingly, Arbitron disagrees with Media Audit’s findings.

“This is a landmark study," said Bob Jordan, president of The Media Audit. "The research shows adults are 3.5 times more likely to agree to participate in a panel study using a cell phone (66%) versus 18% who would agree to carry a pager. These findings coincide with common sense and put a dimension to what most people already believe. The cell phone is an integral part of people's lives today. The less disruptive the monitoring device, the more inclined people are to cooperate. Greater cooperation leads to more reliable and accurate research. Of the monitoring devices that are being used today, cell phones are the least intrusive to our life styles. This is why we say the cell phone is the simple, common sense solution for media measurement today and for tomorrow."

Arbitron VP/Communications Thom Mocarsky responded, saying “landmark” is “an awfully big word to describe a telephone survey that asked a single question among only 1,000 people. That's exactly half the size of the number of people who have been carrying PPMs in Houston for the past year.”

Mocarsky continued, “Arbitron never describes the PPM as a ‘pager’ to consumers. We call it a ‘Personal Meter.’” And, he added, “Arbitron has shown in real field trials in a real radio market that people really do carry the PPM.”

Mocarsky concluded, “Never forget that the PPM system measures compliance every day. We know when and for how long people participate. We are way past ‘if you were to agree.’"»

fonte: «Arbitron Disputes Media Audit Study», radio Ink, 21/7/07

contar com telemóveis e iPods para as audiências

«Nielsen Media Research said Wednesday (June 14) that it would integrate TV and Internet measurement, add ratings for viewing on such portable devices as cell phones and iPods, and gave a firm date of 2011 for the end of paper diaries in even the smallest markets. (...) Nielsen's multifaceted approach will begin to answer many of the questions that are swirling around the industry these days, which is being reinvented around the digital revolution in video. One of the most intriguing is the integration of TV and online measurement, by tracking video programming delivered on the Web through its Nielsen//NetRatings unit, and adding the Internet to its People Meter sample that will give the industry what could be its first comprehensive look at viewing on TV and broadband(...)»

fonte: «Nielsen Ratings To Add Net, Cell Phones, iPods» June 15, 2006,Paul J. Gough, The Hollywood Reporter

audiências dos EUA com 125 mil «diários»

A Arbitron acaba de anunciar que alargou a sua amostra de diários de 100 mil para 125 mil!!!

«Arbitron will boost the sample size of its RADAR network radio ratings service by twenty-five percent from 100,000 diarykeepers to 125,000 diarykeepers.

Starting with the release of RADAR 89 this month, more than 6,000 diaries were added to the sample of the most current quarter of the RADAR report, going from the current sample size of 100,000 diaries to 106,299 diaries. By the release of RADAR 92 in March 2007, the RADAR radio network service will be based on an annual sample size of 125,000 diarykeepers.» (fonte: Arbitron Increases RADAR Sample Size By 25%, Radio Ink, 19/6/06)

Ou seja, o PPM vai demorar muito até substituir os diários?

Nem de propósito: «The showdown comes as the industry has decided that the old diary system is an antiquated, unreliable embarrassment. Spurring the desire for change is the lackluster growth in radio advertising revenue, along with competition from advertising media like the Internet, which can show exactly how many people visited various Web sites and how long they stayed. "We're in an electronic age," says Joel Hollander, chairman and chief executive of CBS Radio. "We need more instantaneous measurement."

Radio companies say they could win a bigger chunk of ad dollars if they could prove exactly how much people listen to the radio. Arbitron's solution is the People Meter, a small device that clips onto a belt loop or slides into a purse. It automatically detects what stations its wearers are tuned in to and beams back that information to the number crunchers» (fonte: «Radio Stations, Arbitron Clash
Over How to Tally Listeners», WSJ.com, SARAH MCBRIDE, June 19, 2006; Page B1), via Clube de Jornalistas

 

PPM em Houston já não começa em Julho

A Arbitron decidiu adiar o arranque da primeira experiência nos EUA de medição de audiências de rádio com recurso ao PPM:

«Arbitron stands by its commitment to not replace diary-based radio ratings in Houston with Portable People Meter radio ratings until the Houston PPM service receives Media Rating Council (MRC) accreditation. As a result, the July 2006 PPM data will not be the first release of "currency" ratings in Houston.

What the Houston market can expect:

Arbitron will continue to measure the Houston radio market using its current diary-based methodology. The Summer 2006 survey will begin as scheduled on Thursday, June 29, 2006.

The Spring 2006 quarterly survey diary ratings reports for Houston will begin releasing on July 25, 2006. The Arbitrends Phase 1 report of Summer 2006 survey will be released on its normal schedule.

Arbitron will continue to release monthly radio and television demonstration data from the 2,000 person PPM ratings panel in Houston. The July PPM demonstration data is scheduled to be released on August 17th. Subsequent monthly releases will continue as scheduled»

fonte: «Arbitron On PPM Launch: “Houston, We Have A Delay», 13/6/06, radio Ink

A consegração (quase) definitiva do PPM

«Arbitron announced yesterday that four leading radio groups – Bonneville International Corporation; Emmis Communications Corporation; Greater Media, Inc. and Lincoln Financial Media – have entered into multi-year agreements for Portable People Meter radio ratings when the new audience ratings technology is deployed in the 50 markets encompassed in Arbitron’s previously announced PPM rollout plan.

Arbitron plans to launch the Portable People Meter system as its radio ratings service to the top 50 markets, beginning with Houston in July 2006, pending Media Rating Council accreditation»

fonte: Four Leading Radio Groups Sign Agreements For Arbitron PPM, 9/6/06,

http://www.radioink.com/headlineentry.asp?hid=133896&pt=inkheadlines

A utilização dos telemóveis na medição de audiências

«The bottom line is that Arbitron, Media Audit, the radio industry, or others will need to do massive amounts of further research testing before determining whether or not the cell phone can function as a media measurement device. As of today, there are many unanswered questions about the suitability of the cell phone for this purpose»

fonte: «Edison On Cell Phone As Media Measurement Device: “Massive” Amounts Of Further Research Needed», radio Ink 6/6/06

Mais um trunfo para o PPM

A cadeia gigante CBS anunciou que vai passar a trabalhar com o PPM para medição de audiências nos EUA.

Isto motiva um comentário na RBR:

«RBR observation: Is it all over? Has PPM won? Not necessarily. CBS is a big fish, but Clear Channel is even bigger in radio. Should the remaining members of the Next-Gen group disagree with CBS and select the Media Audit/Ipsos entry for radio ratings, CBS would eventually have to go along. Arbitron's PPM is dependent on broadcasters encoding, leaving gaps where stations refuse to do so - as Cox and Radio One have demonstrated in Houston. One of the attractions of the Media Audit/Ipsos system is that it prefers encoding, but still produces ratings via sound-matching for stations that refuse to encode. We hear that a handful of other significant group owners, including some Next-Gen members, are considering signing PPM agreements as CBS has done. But the opera ain't over until the fat lady sings - and the fat lady lives in San Antonio.»

PPM vai medir audiências em Londres

«Arbitron on Monday announced that global market information group TNS has inked a two-year deal to use Arbitron's Portable People Meter to collect both radio and television audience data in London. TNS already uses the PPM to collect audience data in several markets worldwide.

The United Kingdom's radio ratings provider RAJAR has partnered with BARB – the UK's official television measurement body - in commissioning the joint study.

The study will measure over 50 national and local television and radio stations across four platforms: analog, digital radio and television, and the Internet. The TNS panel will operate in parallel to RAJAR's current ratings system, but will not be integrated into those results.»

fonte: «Arbitron's PPM Set For London Panel», 22/05/06 Radio Ink

Mais: «As audiências de rádio e televisão na zona de Londres vão ser medidas com audímetros portáteis a partir de Janeiro de 2007. A Rajar (consórcio britânico que mede as audiências do mercado radiofónico no Reino Unido) anunciou ontem a escolha do PPM, o audímetro da norte-americana Arbitron - dispositivo que a Marktest testou com rádios e televisões portuguesas em 2004. A operação ascende aos 4,4 milhões de euros.

A decisão era aguardada com expectativa. O mercado britânico de rádio é composto por mais de 300 estações a emitir em analógico, digital e na Internet - o que dificulta a medição. Para além do PPM, a Rajar testou o Smart Phone da Ipsos e, numa última fase, a proposta da Eurisko.

Os audímetros portáteis permitem medir o consumo fora do lar. O PPM é um aparelho que capta os sinais específicos embebidos em emissões de rádio ou televisão.

De acordo com a Rajar, nos dois primeiros anos serão disponibilizadas semanalmente as audiências de 50 rádios e das televisões aderentes na região de Londres - um mercado de mais de seis milhões de pessoas.

No entanto, as medições das televisões servem, numa primeira fase, para testar a tecnologia. É que a Rajar associou a esta empreitada não só a empresa que mede as audiências de rádio no Reino Unido, Ipsos Mori, como a sua homóloga para a televisão RSMB, que faz os estudos de audiência da BARB [Broadcasters Audience Research Board].» DN 23/5/06, http://dn.sapo.pt/2006/05/23/media/audimetros_portateis_2007.html

O PPM vai alterar as programações?

Parece que não...

«"We've heard a lot of discussion about how stations should do things differently to succeed in 'a PPM world,'" said Coleman. "Our belief, based on both years of experience and extensive analysis of PPM data, is that the things that have always made great stations successful will continue to do so when PPM data becomes the ratings currency."

Dunkin added, "If radio programmers can view their stations from the outside like listeners do - and understand that listeners do not care, are not paying attention, have extremely simplistic perceptions and attitudes about radio and listen for instantaneous need fulfillment - and program and brand their stations accordingly, their chances of achieving ratings success under the PPM system will be bolstered significantly."

O impacto do PPM (mitos...)

«“Our belief, based on both years of experience and extensive analysis of PPM data, is that the things that have always made great stations successful will continue to do so when PPM data becomes the ratings currency.”»

«“Radio stations will have a lot more success under PPM if they spend less time thinking about how to game the system and more time developing compelling programming and building strong brands.”»

fonte: «Coleman Addresses “PPM Myths” For Houston Programmers», Radio Ink, 2/5/06

Características do modelo de diários da Arbitron

«El método de la bitácora o diario es una de las razones por las que las estaciones no escatiman esfuerzos para que el "sello" de su estación sea memorable. En Estados Unidos son muchas las estaciones que se anuncian como "Kiss (FM)" o "Lite (FM)" cuando sus letras de identificación a veces sólo tienen una semejanza pasajera con Kiss o Lite. En parte, se debe a que buscan desarrollar la identidad de la estación, en general, pero otro factor importante es que Arbitron por lo general acepta Kiss o Lite en una entrada de radio como prueba de que el escucha sintonizó esa estación» (Hausman, Benoit e O'Donnell, 2001: 303) 

PPM atrasa-se para esperar pela Media Audit

«Under intense pressure from radio stations, Arbitron said late Wednesday (March 29) it agreed that it would not turn on the portable people meter service in Houston without Media Rating Council accreditation. Both Arbitron and the Radio Advisory Council are still debating whether MRC accreditation would be a prerequisite for rolling out the PPM in Philadelphia in Jan. 2007 and subsequent markets. The decision, which could derail the timing of the entire rollout of the PPM service to the top 50 markets, was made following Arbitron's meeting Tuesday and Wednesday of its Radio Station Advisory Council in Washington, D.C. Arbitron had originally scheduled the Houston PPM service to go live July 1. (...). Arbitron agreed to wait at least 60 days after receiving accreditation before designating PPM data in Houston as the "currency." For Arbitron to meet its original July 1 PPM launch date in Houston, the company would need to receive accreditation by June 15»

Novidades sobre o terceiro sistema

Quando a Clear Channel anunciou que escolheu três sistemas para a fase final daquilo que pretende que venha a ser o seu sistema de medição alternativo, houve um do qual nada se soube (os outros dois são o PPM e o telemóvel da MediaAudit/Ipsos). Finalmente, a Mediamark Research esclarece pormenores: vai apresentar-se com o já conhecido Eurisko Media Monitor:

«Mediamark's entry is based on the Eurisko Media Monitor, developed by a related company in Europe. Unlike Arbitron's PPM, which requires stations to encode to be counted, the Eurisko device uses sound matching, where snippets of sound from the device carried by a panelist are compared against electronically monitored broadcasts. Mediamark Research's VP of Research and New Ventures Jay Mattlin says the system will be able to calculate shares for all stations, regardless of whether they subscribe or wish to participate. As for the third competitor, The Media Audit/Ipsos system using Smart Cell Phones, Mattlin questions whether it is a good idea to use the microphones built into cell phones "which are really designed to block out extraneous noise" to better pick up the user's voice. While Arbitron has been testing for months in Houston and The Media Audit/Ipsos is preparing for a spring test, also in Houston, Mediamark Research doesn't have any US test on the drawing board. "That's really up to the industry. We are not planning to fund one on our own," Mattlin said. As for proof of performance, he points to the results of tests by RAJAR, which has been comparing PPM and the Eurisko device for radio ratings use in the UK. Mattlin says his company has talked with Clear Channel (which launched the RFP process) about a potential US roll-out schedule, but that's not being disclosed outside the evaluation process.

"I think that our device has the advantage that I mentioned before - - it doesn't rely on the cooperation the broadcaster, and at the same time has a slightly longer track record than the Ipsos/Media Audit one," Mattlin said, noting that the Media Monitor has gone through RAJAR field testing, while the Ipsos system has not. "I also, just from my perspective, think that the look of the device is very appealing," he added. And he noted that there are ways for the battery life to be extended so it does not have to be recharged every night. "It would still pick up as much audio as the PPM does, but doesn't have to be recharged as frequently," Mattlin said.

RBR observation: Now this is where the fun begins and it comes down to the Next-Generation Electronic Ratings Evaluation Team but for the most part only two are the real keys to opening this lock. As for one of the keys RBR has stated from the beginning - Money - and lots of it as this quote from Jay Mattlin sums it up - "That's really up to the industry. We are not planning to fund one on our own," just as Nielsen said it was not interested in being a part of the funding or Money»

fonte: «Mediamark Research says its device trumps cell phones, PPM», RBR, Volume 23, Issue 61, Jim Carnegie, 28/3/06)

O PPM fora dos EUA

«PPM is now in use in Singapore, Belgium, Canada (Quebec) and Norway, with deployment planned in Kenya and Kazakhstan.» (RBR news 27/3/06)

Confirma-se: a MediaAudit/Ipsos está a atacar a Arbitron/PPM

«In a Wall Street conference call yesterday arranged by Bear Stearns, The Media Audit President Bob Jordan revealed that his company will propose a roll-out schedule even more aggressive than the one that Arbitron unveiled for its Portable People Meter earlier this month (3/15/06 RBR #52). Jordan said The Media Audit/Ipsos will commit to deploying its Smart Cell Phone-based electronic audience measurement system in 11 markets in 2007. "We can move fast in America because it's already been done in Europe," said The Media Audit Exec. VP Phillip Beswick. He also said that the proposed system will be entering phase one of the accreditation process with the Media Ratings Council in a few weeks, with completion expected in 6-12 months. Look for pricing information in a few weeks, but Jordan says it will be "very competitive." And if its proposal is accepted by the radio industry, The Media Audit/Ipsos plans to start talking with TV owners as well about competing with Nielsen.(...)».

(fonte: «Ratings RFP selection in high gear» RBR News, Volume 23, Issue 58, Jim Carnegie, March 23rd, 2006)