The Impact of spot Loads and Spot Placement on Station Performance

The Impact of Spot Loads
and Spot Placement
on Station Performance
John Snyder
Vice President, Customer Enhancements
Arbitron Inc.
© 2009 Arbitron Inc.
Disclosures
Any brand names, product names, titles used in this presentation are trademarks, trade
names and/or copyrights of their respective holders. All images are used for purposes of
demonstration only, and the entities associated with the products shown in those images
are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind.
No permission is given to make use of any of the above, and such use may constitute an
infringement of the holder’s rights.
PPM ratings are based on audience estimates and are the opinion of Arbitron and
should not be relied on for precise accuracy or precise representativeness of a
demographic or radio market.
© 2009 Arbitron Inc.
2
Critical Questions Regarding
Spot Load and Placement
»Do spot breaks really impact my audience levels?
»Does it really matter where my spots are placed?
»Does it really matter how many times a station breaks per hour?
»Does it really matter how many Commercial minutes and/or
units a station runs? Are six :30s the same as three :60s?
© 2009 Arbitron Inc.
3
Do Spot Loads Really Impact
Station Performance?
© 2009 Arbitron Inc.
4
In PPM There Is a Relationship Between
Audience and Content at the Quarter-Hour Level
KIIS Los Angeles
18-49 AQH
Persons
AQH Persons Audience
% music per QH
% of non-music
minutes
120,000
120
100,000
100
80,000
80
60,000
60
40,000
40
20,000
20
0
0
9AM_____________________________________________________________________________________5PM
April 2009, Mon-Fri, 9AM-5PM
© 2009 Arbitron Inc.
5
Relationship Between AQH Persons and
Commercial Minutes KILT-FM Persons 6+
AQH Persons Audience
% music per QH
% of Music
100
6+ AQH
Persons
35,000
90
30,000
80
25,000
70
60
20,000
50
15,000
40
30
10,000
20
5,000
10
0
0
9AM______________________________________________________________________________________5PM
January 2009, Mon-Fri, 9AM-5PM
© 2009 Arbitron Inc.
6
Relationship Between AQH Persons and
Commercial Minutes WGCI-FM Persons 12+
AQH Persons Audience
% music per QH
% of Music
100
12+ AQH
Persons
35,000
90
30,000
80
25,000
70
60
20,000
50
15,000
40
30
10,000
20
5,000
10
0
0
9AM______________________________________________________________________________________5PM
January 2009, Mon-Fri, 9AM-5PM
© 2009 Arbitron Inc.
7
Do Spot Loads Matter?
»The average* station could increase its AQH Persons by 35%
by getting credit for all Quarter-Hours in which a listener** was
present at some point during that quarter-hour.
*Top 10 markets, top 15 stations, Mon-Fri, 9AM-5PM, October 2009
**A listener is defined as someone who spent at least one hour
with the station Mon-Fri, 9AM-5PM, during the week
© 2009 Arbitron Inc.
8
How Do You Measure
Spot Load Strategies?
Total
Minutes
for Oct
Mon-Fri
9AM-5PM
Total Units
for Oct
Mon-Fri
9AM-5PM
Total
Breaks
for Oct
Mon-Fri
9AM-5PM
Avg
Minutes
per Break
Avg
Minutes
per Hour
Avg Units
per Break
Avg Units
per Hour
Number of
Breaks per
Hour
1,657.9
2,170.6
363.6
4.7
10.4
6.2
13.6
2.3
% of Units
in 1st QH
% of Units
in 2nd QH
% of Units
in 3rd QH
% of Units
in 4th QH
9.3
31.4
23.0
36.3
% of QH Missed
AQHD
0.35
0.29
Numbers above are averages for all stations used in the study.
© 2009 Arbitron Inc.
9
The Study
WSB-AM
WHTA-FM
WSRV-FM
WBTS-FM
WWWQ-FM
WALR-FM
WFSH-FM
WBZY-FM
WZGC-FM
WKLS-FM
WSB-FM
WKHX-FM
WAMJ-FM
WUBL-FM
WVEE-FM
WTKK-FM
WRKO-AM
WODS-FM
WBOS-FM
WXKS-FM
WBZ-FM
WBMX-FM
WKLB-FM
WROR-FM
WAAF-FM
WJMN-FM
WEEI-AM
WMJX-FM
WMKK-FM
WZLX-FM
News/Talk
Urban Contmp.
Classic Hits
Rhythmic-Chr
Chr
R&B Oldies
Contmp. Christian
Rgnl Mexican
Adult Alternative
Rock
Adult Contmp.
Country
Urban Ac
Country
Urban Contmp.
Talk
Talk
Oldies
Modern Rock
Chr
Sports
Hot Ac
Country
Classic Hits
Rock
Rhythmic-Chr
Sports
Adult Contmp.
Adult Hits
Classic Rock
WBBM-FM
WKQX-FM
WGCI-FM
WKSC-FM
WOJO-FM
WLIT-FM
WVAZ-FM
WTMX-FM
WUSN-FM
WMVP-AM
WDRV-FM
WSCR-AM
WILV-FM
WXRT-FM
WJMK-FM
KTCY-FM
KVIL-FM
KLNO-FM
KBFB-FM
KDGE-FM
KKDA-FM
KDMX-FM
KJKK-FM
KPLX-FM
KLUV-FM
KEGL-FM
KMVK-FM
KHKS-FM
KTCK-AM
KZPS-FM
Rhythmic-Chr
Modern Rock
Urban Contmp.
Chr
Rgnl Mexican
Adult Contmp.
Urban Ac
Hot Ac
Country
Sports
Classic Hits
Sports
Adult Contmp.
Adult Alternative
Adult Hits
Spanish Hits
Adult Contmp.
Rgnl Mexican
Rhythmic-Chr
Rock
Urban Contmp.
Hot Ac
Adult Hits
Country
Classic Hits
Rock
Spanish Chr
Chr
Sports
Classic Rock
WLZL-FM
WTGB-FM
WKYS-FM
WMMJ-FM
WASH-FM
WPGC-FM
WMZQ-FM
WRQX-FM
WIHT-FM
WBIG-FM
WWDC-FM
WTOP-FM
WHUR-FM
WAMU-FM
WJFK-FM
KTRH-AM
KKHH-FM
KKBQ-FM
KGLK-FM
KRBE-FM
KTBZ-FM
KTJM-FM
KSBJ-FM
KODA-FM
KHMX-FM
KHPT-FM
KAMA-FM
KLTN-FM
KMJQ-FM
KBXX-FM
Tropical
Adult Contmp.
Urban Contmp.
Urban Ac
Adult Contmp.
Rhythmic-Chr
Country
Hot Ac
Chr
Classic Hits
Rock
News
Urban Ac
News/Talk
Sports
News/Talk
Chr
Country
Classic Hits
Chr
Modern Rock
Rgnl Mexican
Contmp. Christian
Soft Ac
Hot Ac
80's Hits
Spanish Hits
Rgnl Mexican
Urban Ac
Rhythmic-Chr
KBUE-FM
KLVE-FM
KRCD-FM
KPWR-FM
KIIS-FM
KHHT-FM
KROQ-FM
KOST-FM
KAMP-FM
KSCA-FM
KRTH-FM
KBIG-FM
KLOS-FM
KLAX-FM
KCBS-FM
WPLJ-FM
WWPR-FM
WQHT-FM
WXRK-FM
WSKQ-FM
WRKS-FM
WCBS-FM
WAXQ-FM
WBLS-FM
WWFS-FM
WPAT-FM
WFAN-AM
WKTU-FM
WHTZ-FM
WLTW-FM
Rgnl Mexican
WIOQ-FM
Romantica
WRDW-FM
Spanish Adult Hits WPHI-FM
Rhythmic-Chr
WOGL-FM
Chr
WUSL-FM
Urban Ac
WMGK-FM
Modern Rock
WIP-AM
Adult Contmp.
WYSP-FM
Chr
WXTU-FM
Rgnl Mexican
WBEB-FM
Classic Hits
WMMR-FM
Hot Ac
WDAS-FM
Classic Rock
WBEN-FM
Rgnl Mexican
WISX-FM
Adult Hits
WRFF-FM
Hot Ac
KNBR-AM
Urban Contmp.
KLLC-FM
Rhythmic-Chr
KISQ-FM
Chr
KCBS-AM
Tropical
KBAY-FM
Urban Ac
KBLX-FM
Classic Hits
KIOI-FM
Classic Rock
KYLD-FM
Urban Ac
KMVQ-FM
Adult Contmp.
KMEL-FM
Spanish Hits
KOIT-FM
Sports
KFOG-FM
Rhythmic Ac
KEZR-FM
Chr
KSOL-FM
Adult Contmp.
KRZZ-FM
Chr
Rhythmic-Chr
Rhythmic-Chr
Classic Hits
Urban Contmp.
Classic Rock
Sports
Rock
Country
Adult Contmp.
Rock
Urban Ac
Adult Hits
Rhythmic Ac
Modern Rock
Sports
Hot Ac
R&B Oldies
News
Adult Contmp.
Urban Ac
Hot Ac
Rhythmic-Chr
Rhythmic Ac
Urban Contmp.
Adult Contmp.
Adult Alternative
Hot Ac
Rgnl Mexican
Rgnl Mexican
© 2009 Arbitron Inc.
10
The Study
WSB-AM
WHTA-FM
WSRV-FM
WBTS-FM
WWWQ-FM
WALR-FM
WFSH-FM
WBZY-FM
WZGC-FM
WKLS-FM
WSB-FM
WKHX-FM
WAMJ-FM
WUBL-FM
WVEE-FM
WTKK-FM
WRKO-AM
WODS-FM
WBOS-FM
WXKS-FM
WBZ-FM
WBMX-FM
WKLB-FM
WROR-FM
WAAF-FM
WJMN-FM
WEEI-AM
WMJX-FM
WMKK-FM
WZLX-FM
News/Talk
Urban Contmp.
Classic Hits
Rhythmic-Chr
Chr
R&B Oldies
Contmp. Christian
Rgnl Mexican
Adult Alternative
Rock
Adult Contmp.
Country
Urban Ac
Country
Urban Contmp.
Talk
Talk
Oldies
Modern Rock
Chr
Sports
Hot Ac
Country
Classic Hits
Rock
Rhythmic-Chr
Sports
Adult Contmp.
Adult Hits
Classic Rock
WBBM-FM
WKQX-FM
WGCI-FM
WKSC-FM
WOJO-FM
WLIT-FM
WVAZ-FM
WTMX-FM
WUSN-FM
WMVP-AM
WDRV-FM
WSCR-AM
WILV-FM
WXRT-FM
WJMK-FM
KTCY-FM
KVIL-FM
KLNO-FM
KBFB-FM
KDGE-FM
KKDA-FM
KDMX-FM
KJKK-FM
KPLX-FM
KLUV-FM
KEGL-FM
KMVK-FM
KHKS-FM
KTCK-AM
KZPS-FM
Rhythmic-Chr
Modern Rock
Urban Contmp.
Chr
Rgnl Mexican
Adult Contmp.
Urban Ac
Hot Ac
Country
Sports
Classic Hits
Sports
Adult Contmp.
Adult Alternative
Adult Hits
Spanish Hits
Adult Contmp.
Rgnl Mexican
Rhythmic-Chr
Rock
Urban Contmp.
Hot Ac
Adult Hits
Country
Classic Hits
Rock
Spanish Chr
Chr
Sports
Classic Rock
• Top 10 Markets
WLZL-FM
WTGB-FM
WKYS-FM
WMMJ-FM
WASH-FM
WPGC-FM
WMZQ-FM
WRQX-FM
WIHT-FM
WBIG-FM
WWDC-FM
WTOP-FM
WHUR-FM
WAMU-FM
WJFK-FM
KTRH-AM
KKHH-FM
KKBQ-FM
KGLK-FM
KRBE-FM
KTBZ-FM
KTJM-FM
KSBJ-FM
KODA-FM
KHMX-FM
KHPT-FM
KAMA-FM
KLTN-FM
KMJQ-FM
KBXX-FM
Tropical
Adult Contmp.
Urban Contmp.
Urban Ac
Adult Contmp.
Rhythmic-Chr
Country
Hot Ac
Chr
Classic Hits
Rock
News
Urban Ac
News/Talk
Sports
News/Talk
Chr
Country
Classic Hits
Chr
Modern Rock
Rgnl Mexican
Contmp. Christian
Soft Ac
Hot Ac
80's Hits
Spanish Hits
Rgnl Mexican
Urban Ac
Rhythmic-Chr
KBUE-FM
KLVE-FM
KRCD-FM
KPWR-FM
KIIS-FM
KHHT-FM
KROQ-FM
KOST-FM
KAMP-FM
KSCA-FM
KRTH-FM
KBIG-FM
KLOS-FM
KLAX-FM
KCBS-FM
WPLJ-FM
WWPR-FM
WQHT-FM
WXRK-FM
WSKQ-FM
WRKS-FM
WCBS-FM
WAXQ-FM
WBLS-FM
WWFS-FM
WPAT-FM
WFAN-AM
WKTU-FM
WHTZ-FM
WLTW-FM
Rgnl Mexican
WIOQ-FM
Romantica
WRDW-FM
Spanish Adult Hits WPHI-FM
Rhythmic-Chr
WOGL-FM
Chr
WUSL-FM
Urban Ac
WMGK-FM
Modern Rock
WIP-AM
Adult Contmp.
WYSP-FM
Chr
WXTU-FM
Rgnl Mexican
WBEB-FM
Classic Hits
WMMR-FM
Hot Ac
WDAS-FM
Classic Rock
WBEN-FM
Rgnl Mexican
WISX-FM
Adult Hits
WRFF-FM
Hot Ac
KNBR-AM
Urban Contmp.
KLLC-FM
Rhythmic-Chr
KISQ-FM
Chr
KCBS-AM
Tropical
KBAY-FM
Urban Ac
KBLX-FM
Classic Hits
KIOI-FM
Classic Rock
KYLD-FM
Urban Ac
KMVQ-FM
Adult Contmp.
KMEL-FM
Spanish Hits
KOIT-FM
Sports
KFOG-FM
Rhythmic Ac
KEZR-FM
Chr
KSOL-FM
Adult Contmp.
KRZZ-FM
• Top 15 stations, Persons 18-49, October 2009
• Daypart of Monday-Friday 9AM-5PM
• Calculated rank for 18-34
and 25-54 AQH Persons
• Commercial time and units provided by Media Monitors
• Format designator MStreet
Chr
Rhythmic-Chr
Rhythmic-Chr
Classic Hits
Urban Contmp.
Classic Rock
Sports
Rock
Country
Adult Contmp.
Rock
Urban Ac
Adult Hits
Rhythmic Ac
Modern Rock
Sports
Hot Ac
R&B Oldies
News
Adult Contmp.
Urban Ac
Hot Ac
Rhythmic-Chr
Rhythmic Ac
Urban Contmp.
Adult Contmp.
Adult Alternative
Hot Ac
Rgnl Mexican
Rgnl Mexican
© 2009 Arbitron Inc.
11
Format Comparison
• Urban Contemporary
• N/T/I
• Urban AC
• Modern Rock
• All Sports
• Hot AC
• Spanish Adult Hits
• Country
• Rock
• Classic Hits/Classic Rock
• Rhythmic AC
• CHR
• Mexican Regional
• Adult Contemporary
© 2009 Arbitron Inc.
12
Core Metrics Comparison
Out of Music Formats, Country, Regional Mexican
and Urban AC Run the Most Commercial Minutes
All Sports
N/T/I
Urban AC
Mexican Rgnl
Country
Urban Contmp.
Adult Contmp.
Rock
Spanish Adult Hits
Hot AC
Rhythmic AC
Classic Hits
Modern Rock
CHR
18
16
14
12
10
8
6
4
2
0
Avg Minutes per Break
Avg Minutes per Hour
Avg Units per Break
Avg Units per Hour
Number of Breaks per
Hour
© 2009 Arbitron Inc.
13
How Does Spot Placement
Differ by Format Category?
Total Minutes for Oct M-F 9A-5P
Total Units for Oct M-F 9A-5P
Total Breaks for Oct M-F 9A-5P
200
176
180
160
140
126
124
120
99
100
95
98
89
100
94
95
96
91
80
60
40
20
0
N/T & Sports Index
Spanish Music Index
Urban Music Index
English Music Index
© 2009 Arbitron Inc.
14
Which Quarter-Hour Do Spots Run?
Adult Contmp.
Rhythmic AC
N/T/I
Classic Hits
Urban Contmp.
Hot AC
Country
Modern Rock
Spanish Adult Hits
Mexican Rgnl
Urban AC
All Sports
Rock
CHR
50
45
40
35
30
25
20
15
10
5
0
% of Units in 1st QH
% of Units in 2nd QH
% of Units in 3rd QH
% of Units in 4th QH
© 2009 Arbitron Inc.
15
How Does Spot Placement
Differ by Format Category?
index
% of Units in 1st QH
% of Units in 2nd QH
% of Units in 3rd QH
% of Units in 4th QH
200
180
178
160
140
119
120
100
109
84
104
100 103
100
94
92
117
111
92
96
103
80
60
44
40
20
0
N/T/I & All Sports Index
Spanish Music Index
Urban Music Index
% of Units
in 1st QH
% of Units
in 2nd QH
% of Units
in 3rd QH
% of Units
in 4th QH
9.3
31.4
23.0
36.3
English Music Index
© 2009 Arbitron Inc.
16
How Do You Measure Spot Load
Strategies? Two New Metrics
% of QH Missed
AQHD
0.35
0.29
Average Quarter-Hour Differential
Missed Quarter-Hour
AQHD=50%
2
2
16,000
15,000
13,400
14,000
12,400
12,000
10,000
10,000
8,000
6,000
4,000
2,000
0
Must listen to the station for at least
one hour a week to be included.
Mon-Fri 2PM2:15PM
Mon-Fri 2:15PM2:30PM
Mon-Fri 2:30PM2:45PM
Mon-Fri 2:45PM3PM
© 2009 Arbitron Inc.
17
0
Mon-Fri 9AM-5PM
15:45
15:45
16:45
16:30
16:15
16:45
16:30
16:15
16:00
15:30
15:30
16:00
15:15
14:15
14:00
13:45
13:30
13:15
13:00
12:45
12:30
12:15
12:00
11:45
11:30
11:15
11:00
10:45
10:30
10:15
10:00
15:15
5,000
15:00
10,000
15:00
15,000
14:45
WHUR-FM Urban AC
Washington, DC
AQHD is 21%
14:45
30,000
14:30
Mon-Fri 9AM-5PM
14:30
14:15
14:00
13:45
13:30
13:15
13:00
12:45
12:30
12:15
12:00
11:45
11:30
11:15
20,000
11:00
25,000
10:45
10:30
10:15
9:45
9:30
9:15
16,000
10:00
9:45
9:30
9:00
0
9:15
Does Average Quarter-Hour Differential
Impact Ratings?
WMMJ-FM Urban AC
Washington, DC
AQHD is 33%
14,000
12,000
10,000
8,000
6,000
4,000
2,000
© 2009 Arbitron Inc.
18
How Much Bounce Do Formats
Have During the Average Hour?
Average Quarter-Hour Differential
45%
42%
40%
35%
34%
33%
32%
29%
30%
25%
32%
31%
28%
26%
27%
25%
27%
25%
25%
20%
15%
10%
5%
0%
R
ic
ss
tC
ul
Ad
CH
a
Cl
AC
ts
Hi
p.
ck
Ro
tm
on
try
un
Co
t
Ho
n
er
od
M
I
T/
nl
N/
Rg
n
ica
ex
M
AC
ic
hm
yt
Rh
its
ck
tH
ul
Ro
Ad
h
is
an
Sp
r ts
po
lS
Al
AC
n
ba
p.
m
Ur
nt
Co
n
ba
Ur
How To Read: For the Urban Contemporary. The average
difference between the highest quarter-hour and the
lowest quarter-hour, during the average hour 9AM-5PM, is 35%.
© 2009 Arbitron Inc.
19
What Percent of AQH’s Are Not
Converted Into Cume or AQH?
Average Quarter-Hour Missed
50%
45%
43%
42%
38%
40%
31%
42%
37%
35%
35%
43%
40%
34%
32%
30%
30%
29%
30%
25%
20%
15%
10%
5%
0%
R
tC
ul
Ad
CH
s ic
as
Cl
AC
ts
Hi
ck
Ro
t
ul
Ad
ts
Hi
p.
tm
on
try
un
Co
t
Ho
n
er
od
M
sh
ts
I
T/
nl
N/
Rg
n
ica
ex
M
AC
ic
hm
yt
Rh
ck
Ro
i
an
Sp
AC
p.
m
nt
Co
r
po
lS
Al
n
ba
Ur
n
ba
Ur
How to Read: During the average quarter-hour, Adult Contemporary
fails to convert 29% of its listeners into the Cume or quarter-hour.
© 2009 Arbitron Inc.
20
How Do Commercial Minutes
Differ by Format Category?
% of QH Missed
index
AQHD
140
120
118
113
111
109
101
100
99
93
91
80
60
40
20
0
N/T/I & All Sports Index
Spanish Music Index
Urban Music Index
% of QH Missed
AQHD
0.35
0.29
English Music Index
© 2009 Arbitron Inc.
21
There Is a Connection Between
Average Quarter-Hours Missed and
Average Quarter-Hour Differential
50%
43%
45%
40%
35%
42%
43%
42%
38%
33%
30%
35%
30%
25%
25%
20%
34%
29%
31%
42%
37%
40%
32%
34%
32%
28%
26%
31%
30%
29%
32%
27%
27%
25%
25%
15%
10%
5%
0%
R
ic
ss
tC
ul
Ad
CH
a
Cl
AC
ts
Hi
ck
Ro
p.
tm
on
try
un
Co
t
Ho
n
er
od
M
I
T/
nl
N/
Rg
n
ica
ex
M
AC
ic
hm
yt
Rh
i
ck
tH
ul
Ro
Ad
h
is
an
Sp
r ts
po
lS
Al
AC
n
ba
p.
m
Ur
nt
Co
n
ba
Ur
ts
% missed Quarter-Hours
AQHD
© 2009 Arbitron Inc.
22
What Do Top Ranked Stations Have In
Common?
What Do Top Ranked Stations
Have in Common?
© 2009 Arbitron Inc.
23
Rank Position by Quarter-Hours Missed
50%
44%
45%
40%
40%
35%
33%
32%
31%
1
2
35%
36%
38%
37%
34%
41%
35%
35%
33%
33%
30%
25%
20%
15%
10%
5%
0%
3
4
5
6
7
8
9
10
11
12
13
14
15
Rank Position
Persons 18-49
© 2009 Arbitron Inc.
24
How Do Commercial Minutes
Differ by Rank Position?
% of QH Missed
Index
AQHD
0.4
35%
0.35
33%
31%
0.3
0.25
23%
0.2
0.15
0.1
0.05
0
Top 5 all Demos
10 and below all Demos
Top 5s – rank top 5 in 18-34, 18-49 and 25-54
Bottom 10s – rank 10 and below in 18-34, 18-49 and 25-54
© 2009 Arbitron Inc.
25
How Do Commercial Minutes
and Units Differ by Rank Position?
Top 5s
Bottom 10s
2,500
2,094
2,109.80
2,000
1,620
1,665.70
1,500
1,000
500
327
367.4
0
Total Minutes for Oct M-F 9A-5P
Total Units for Oct M-F 9A-5P
Total Breaks for Oct M-F 9A-5P
Top 5s – rank top 5 in 18-34, 18-49 and 25-54
Bottom 10s – rank 10 and below in 18-34, 18-49 and 25-54
© 2009 Arbitron Inc.
26
How Do Commercial Minutes
and Units Differ by Rank Position?
Top 5s
Bottom 10s
14
13.1
13.2
12
10.1
10.4
10
8
6.5
6
5.9
5
4.6
4
2.1
2.3
2
0
Avg Minutes per
Break
Avg Minutes per Hour
Avg Units per Break
Avg Units per Hour
Top 5s – rank top 5 in 18-34, 18-49 and 25-54
Bottom 10s – rank 10 and below in 18-34, 18-49 and 25-54
Number of Breaks per
Hour
© 2009 Arbitron Inc.
27
Units vs. Commercial Minutes
There doesn’t appear to be a difference between stations
that run higher spot levels vs. those that run higher units
Top Units Per Hour
Top Minutes Per Hour
12
10
9.4
9.8
8.2
8.1
8
7.2
7.3
6
4
2
0
18-34 Avg Rank
18-49 Avg Rank
25-54 Avg Rank
Top 3rd of stations with the most commercial units
vs. Top 3rd of stations with commercial minutes
© 2009 Arbitron Inc.
28
Total Breaks Trends Vary Closely
With Missed Quarter-Hours
% QHs Missed
Total Breaks in Oct.
0.5
450
0.45
400
0.4
350
0.35
300
0.3
250
0.25
0.2
0.15
% of QH Missed
200
Total Breaks for Oct Mon-Fri 9AM-5PM
150
100
0.1
50
0.05
0
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
© 2009 Arbitron Inc.
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Spot Placement and Rank
40
36
35
32
30
25
23
20
15
10
9
5
0
1st QH Units
2nd QH Units
3rd QH Units
4th QH Units
© 2009 Arbitron Inc.
30
Measuring Spot Placement
Example
3rd to 4th Quarter Hour
-83%
4th to 1st Quarter Hour
%400
1 unit
6 unit
5 unit
1 unit
1st to 2nd Quarter Hour
-80%
2nd to 3rd Quarter Hour
500%
© 2009 Arbitron Inc.
31
Music Station Commercial Change
From Quarter-Hour to Quarter-Hour
Persons 18-34
Index
180
Top Stations Tend to Spread Units
163
162
160
145
140
120
100
107
109
108
92
85
80
69
60
69
46
45
40
20
0
4th to 1st
1st to 2nd
Top 5
2nd to 3rd
Middle 5
3rd to 4th
Bottom 5
© 2009 Arbitron Inc.
32
Music Station Commercial Change
From Quarter-Hour to Quarter-Hour
Persons 18-49
Index
160
145
140
119
120
120
115
109
100
100
96
92
89
76
80
79
62
60
40
20
0
4th to 1st
1st to 2nd
Top 5
2nd to 3rd
Middle 5
3rd to 4th
Bottom 5
© 2009 Arbitron Inc.
33
Music Station Commercial Change
From Quarter-Hour to Quarter-Hour
Persons 25-54
Index
180
166
160
151
140
117
120
100
109
95
98
97
96
84
73
80
61
53
60
40
20
0
4th to 1st
1st to 2nd
Top 5
2nd to 3rd
Middle 5
3rd to 4th
Bottom 5
© 2009 Arbitron Inc.
34
Loading Up the Quarter-Hour
vs. Spreading the Minutes Out
» On average, stations place about
68% of their units in the 2nd and 4th
QH…
» The average rank is higher for
stations that put between 25%
and 50% of their Units in the 2nd
and 4th QH (i.e., those who spread
the units more evenly between the
QHs).
Total of
25-54
Rank
Total of
18-34
Rank
Total of
18-49
Rank
25-50%
6.5
5.3
7.1
51-75%
7.3
7.2
7.3
75% or more
7.3
7.5
7.9
% of Units in
2nd and 4th QH
*Music formats only
© 2009 Arbitron Inc.
35
What Might Be Going On
2 different situations which would show up with high percentage change
© 2009 Arbitron Inc.
36
What Might Be Going On
Less bounce quarter-hour to quarter-hour
but could more breaks lead to better rank?
© 2009 Arbitron Inc.
37
What Might Be Going On
Less bounce and less breaks
© 2009 Arbitron Inc.
38
Conclusions/Suggestions
» There is a measurable impact to station performance from commercials.
» There are no absolutes. Track quarter-hours and AQHD. AQHD tends
to track with missed quarter-hours.
» AQH missed and AQHD appear to be better indicators of rank position
than commercial minutes or units.
» It would appear that spot placement can have an impact on rank position.
» With music stations, spreading the spots and utilizing the first quarter-hour
improves rank position. Having stop sets which straddle a quarter-hour might
be an effective strategy
» Don’t assume that commercial time can be increased without impacting AQH.
This is the tip of the iceberg, there is much more to be learned
© 2009 Arbitron Inc.
39
Special Thanks
»Media Monitors
»Chris Heider
»Michelle Barker
»Jenny Tsao
»Alex Bishop
»Gary Marince
© 2009 Arbitron Inc.
40

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