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PPM is here
• On August 31, BBM Canada launched a new ratings currency in three English meter markets supported with national audiences.
• PPM (portable people meter) replaced the Mark II (in home set top meters) in English Canada.
The PPM System
Encoder at station
PersonalRecharger
Data Collection(Modem) Unit
Portable Meter
Why the switch to PPM?
• Constant quest for the most accurate and reliable audience measurement
• Need to measure today’s viewers
• Proven, tested methodology and technology
Why is PPM better?
• More accuracy with younger demos
• Capture out-of-home viewing
• More homes with new entertainment technologies are monitored
• Measurement costs come down
• Product usage data
• Future applications of this technology
Accuracy with younger demos
• Greater compliance
• Less connection with diaries
• PPM technology is passive measurement….just wear it where ever you go.
Out-of-home Viewing
• Old technology was tied to the set in your home
• PPM measures all viewing– at home
– vacation homes
– hotel rooms
– at the office
– bars and restaurants (with the sound on)
– improved measurement of guests
PPM and Mark 2: Different when we add Out-of-Home
Adults 18-54 Mon-Fri, BBM Fall 2009 weeks 3-15 , English Canada
Comparison to Fall 2008Total Canada/All Persons 2+
99%
1%
In-home
Guests
Fall 2008
86%
14%
In-home
Out-of-home
Fall 2009
Newspaper Headlines proudly proclaim The Death of TV
“…television remains a universal medium but almost no-one is watching the ads…”
-Toronto Star yesterday
reporting on the
Bensimon Byrne /Gandalf Research
The ARF speaks out
The Advertising Research Foundation commissioned a meta analysis of hundreds of research studies to determine if ad skipping and clutter were rendering TV less effective than in the past.
Their conclusion was that TV advertising is as effective as it ever was, and in many casesTV is becoming more effective.
There are no easy answers
• Media research is more complicated than asking questions in surveys
• “If the people who claim to spend their evening reading were telling the truth, then book sales would be soaring and public libraries would be packed.” (John Doyle, Globe and Mail)
..and no cheap answers
•The Center for Research Excellence spent 3 million dollars to get a thorough understanding of how consumers are using media.
•One of their conclusions: respondents are not able to correctly recall time spent, multi-tasking and ad skipping.
The PPM explodes some Myths
The PPM is all about measuring real people, watching real television, in real time.
It is not about recall.
New home entertainment technology
• PPM audience technology is less intrusive
• BBM is allowed into more homes with HD, Plasma, Wall Mounted, PVR’d sets
The OLD
The NEW
BBM Panel CompositionFall 2008 versus Fall 2009
National Households
12.7
10.0
21.920.3
0
5
10
15
20
25
HDTV Service PVR
% C
om
po
siti
on
Sept'08
Sept'09
+72% +103%
Playback ComparisonFall 2008 versus Fall 2009/2a-2a
Total Canada/Total TV
1.8%
2.4% 2.3%
3.3%
4.0% 4.2%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
Ind.2+ A18-49 A25-54
% P
layb
ack
Fall 2008
Fall 2009
+84% +64% +79%
Lower Costs
• The previous meter technology required a team visit the home to install the hardware system
• With the new system, the hardware is shipped to the home with easy to follow instructions
• Radio now uses PPMs in several major markets, further amortizing the cost
• The resulting savings enabled BBM to increase the TV sample without increasing the cost of measurement
Source:
People in the TV PanelTotal TV Panel
6378
8248
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Fall 2008 Fall 2009
People
+1870
Future Applications
• Online streaming can be encoded now, all forms of video content (VOD, online, mobile) could be encoded
• Replace Diary Sweeps with a PPM Sweep Panel
• Advertisers could measure the aggregate multimedia reach/frequency of all their video and Radio campaigns
• Commercials could carry unique codes
• An advertiser could build a PPM panel of their customers, or they could broadcast encoded music
• We could fuse a giant product usage study to the meter sample
Television
• The best measured medium in Canada
• 29 million Canadians turn to television each and every evening
• Reports of the demise of TV abound – let common sense prevail
• Video advertising – online and over-the-air – can be very moving
• Content – program and commercial – that engages, creates emotion, visually captures our attention, is really why we love television…