The Impact of Spot Loads and Spot Placement on Station ... · ©2009 Arbitron Inc. 3 Critical...

The Impact of Spot Loads and Spot Placement on Station Performance

John SnyderVice President, Customer EnhancementsArbitron Inc.

© 2009 Arbitron Inc.

2© 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.


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?


Do Spot Loads Really Impact Station Performance?


0

20,000

40,000

60,000

80,000

100,000

120,000

0

20

40

60

80

100

120

In PPM There Is a Relationship Between Audience and Content at the Quarter-Hour LevelKIIS Los Angeles

% of non-musicminutes

18-49 AQHPersons

AQH Persons Audience% music per QH

9AM_____________________________________________________________________________________5PM

April 2009, Mon-Fri, 9AM-5PM


0

10

20

30

40

50

60

70

80

90

100

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000% of Music

6+ AQHPersons


Relationship Between AQH Persons and Commercial Minutes KILT-FM Persons 6+

9AM______________________________________________________________________________________5PM

January 2009, Mon-Fri, 9AM-5PM


0

10

20

30

40

50

60

70

80

90

100

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000% of Music

12+ AQHPersons


Relationship Between AQH Persons and Commercial Minutes WGCI-FM Persons 12+

9AM______________________________________________________________________________________5PM

January 2009, Mon-Fri, 9AM-5PM


»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

Do Spot Loads Matter?

9© 2009 Arbitron Inc.Numbers above are averages for all stations used in the study.

2.313.66.210.44.7363.62,170.61,657.9

Number of Breaks per

HourAvg Units per Hour

Avg Units per Break

Avg Minutes per Hour

Avg Minutes

per Break

Total Breaks for Oct Mon-Fri 9AM-5PM

Total Units for Oct Mon-Fri 9AM-5PM

Total Minutes for Oct Mon-Fri 9AM-5PM

36.323.031.49.3

% of Units in 4th QH

% of Units in 3rd QH

% of Units in 2nd QH

% of Units in 1st QH

How Do You Measure Spot Load Strategies?

0.290.35

AQHD% of QH Missed


WBBM-FM Rhythmic-ChrWKQX-FM Modern RockWGCI-FM Urban Contmp.WKSC-FM ChrWOJO-FM Rgnl MexicanWLIT-FM Adult Contmp.WVAZ-FM Urban AcWTMX-FM Hot AcWUSN-FM CountryWMVP-AM SportsWDRV-FM Classic HitsWSCR-AM SportsWILV-FM Adult Contmp.WXRT-FM Adult AlternativeWJMK-FM Adult HitsKTCY-FM Spanish HitsKVIL-FM Adult Contmp.KLNO-FM Rgnl MexicanKBFB-FM Rhythmic-ChrKDGE-FM RockKKDA-FM Urban Contmp.KDMX-FM Hot AcKJKK-FM Adult HitsKPLX-FM CountryKLUV-FM Classic HitsKEGL-FM RockKMVK-FM Spanish ChrKHKS-FM ChrKTCK-AM SportsKZPS-FM Classic Rock

WSB-AM News/TalkWHTA-FM Urban Contmp.WSRV-FM Classic HitsWBTS-FM Rhythmic-ChrWWWQ-FM ChrWALR-FM R&B OldiesWFSH-FM Contmp. ChristianWBZY-FM Rgnl MexicanWZGC-FM Adult AlternativeWKLS-FM RockWSB-FM Adult Contmp.WKHX-FM CountryWAMJ-FM Urban AcWUBL-FM CountryWVEE-FM Urban Contmp.WTKK-FM TalkWRKO-AM TalkWODS-FM OldiesWBOS-FM Modern RockWXKS-FM ChrWBZ-FM SportsWBMX-FM Hot AcWKLB-FM CountryWROR-FM Classic HitsWAAF-FM RockWJMN-FM Rhythmic-ChrWEEI-AM SportsWMJX-FM Adult Contmp.WMKK-FM Adult HitsWZLX-FM Classic Rock

WLZL-FM TropicalWTGB-FM Adult Contmp.WKYS-FM Urban Contmp.WMMJ-FM Urban AcWASH-FM Adult Contmp.WPGC-FM Rhythmic-ChrWMZQ-FM CountryWRQX-FM Hot AcWIHT-FM ChrWBIG-FM Classic HitsWWDC-FM RockWTOP-FM NewsWHUR-FM Urban AcWAMU-FM News/TalkWJFK-FM SportsKTRH-AM News/TalkKKHH-FM ChrKKBQ-FM CountryKGLK-FM Classic HitsKRBE-FM ChrKTBZ-FM Modern RockKTJM-FM Rgnl MexicanKSBJ-FM Contmp. ChristianKODA-FM Soft AcKHMX-FM Hot AcKHPT-FM 80's HitsKAMA-FM Spanish HitsKLTN-FM Rgnl MexicanKMJQ-FM Urban AcKBXX-FM Rhythmic-Chr

The StudyKBUE-FM Rgnl MexicanKLVE-FM RomanticaKRCD-FM Spanish Adult HitsKPWR-FM Rhythmic-ChrKIIS-FM ChrKHHT-FM Urban AcKROQ-FM Modern RockKOST-FM Adult Contmp.KAMP-FM ChrKSCA-FM Rgnl MexicanKRTH-FM Classic HitsKBIG-FM Hot AcKLOS-FM Classic RockKLAX-FM Rgnl MexicanKCBS-FM Adult HitsWPLJ-FM Hot AcWWPR-FM Urban Contmp.WQHT-FM Rhythmic-ChrWXRK-FM ChrWSKQ-FM TropicalWRKS-FM Urban AcWCBS-FM Classic HitsWAXQ-FM Classic RockWBLS-FM Urban AcWWFS-FM Adult Contmp.WPAT-FM Spanish HitsWFAN-AM SportsWKTU-FM Rhythmic AcWHTZ-FM ChrWLTW-FM Adult Contmp.

WIOQ-FM ChrWRDW-FM Rhythmic-ChrWPHI-FM Rhythmic-ChrWOGL-FM Classic HitsWUSL-FM Urban Contmp.WMGK-FM Classic RockWIP-AM SportsWYSP-FM RockWXTU-FM CountryWBEB-FM Adult Contmp.WMMR-FM RockWDAS-FM Urban AcWBEN-FM Adult HitsWISX-FM Rhythmic AcWRFF-FM Modern RockKNBR-AM SportsKLLC-FM Hot AcKISQ-FM R&B OldiesKCBS-AM NewsKBAY-FM Adult Contmp.KBLX-FM Urban AcKIOI-FM Hot AcKYLD-FM Rhythmic-ChrKMVQ-FM Rhythmic AcKMEL-FM Urban Contmp.KOIT-FM Adult Contmp.KFOG-FM Adult AlternativeKEZR-FM Hot AcKSOL-FM Rgnl MexicanKRZZ-FM Rgnl Mexican


WBBM-FM Rhythmic-ChrWKQX-FM Modern RockWGCI-FM Urban Contmp.WKSC-FM ChrWOJO-FM Rgnl MexicanWLIT-FM Adult Contmp.WVAZ-FM Urban AcWTMX-FM Hot AcWUSN-FM CountryWMVP-AM SportsWDRV-FM Classic HitsWSCR-AM SportsWILV-FM Adult Contmp.WXRT-FM Adult AlternativeWJMK-FM Adult HitsKTCY-FM Spanish HitsKVIL-FM Adult Contmp.KLNO-FM Rgnl MexicanKBFB-FM Rhythmic-ChrKDGE-FM RockKKDA-FM Urban Contmp.KDMX-FM Hot AcKJKK-FM Adult HitsKPLX-FM CountryKLUV-FM Classic HitsKEGL-FM RockKMVK-FM Spanish ChrKHKS-FM ChrKTCK-AM SportsKZPS-FM Classic Rock

WSB-AM News/TalkWHTA-FM Urban Contmp.WSRV-FM Classic HitsWBTS-FM Rhythmic-ChrWWWQ-FM ChrWALR-FM R&B OldiesWFSH-FM Contmp. ChristianWBZY-FM Rgnl MexicanWZGC-FM Adult AlternativeWKLS-FM RockWSB-FM Adult Contmp.WKHX-FM CountryWAMJ-FM Urban AcWUBL-FM CountryWVEE-FM Urban Contmp.WTKK-FM TalkWRKO-AM TalkWODS-FM OldiesWBOS-FM Modern RockWXKS-FM ChrWBZ-FM SportsWBMX-FM Hot AcWKLB-FM CountryWROR-FM Classic HitsWAAF-FM RockWJMN-FM Rhythmic-ChrWEEI-AM SportsWMJX-FM Adult Contmp.WMKK-FM Adult HitsWZLX-FM Classic Rock

WLZL-FM TropicalWTGB-FM Adult Contmp.WKYS-FM Urban Contmp.WMMJ-FM Urban AcWASH-FM Adult Contmp.WPGC-FM Rhythmic-ChrWMZQ-FM CountryWRQX-FM Hot AcWIHT-FM ChrWBIG-FM Classic HitsWWDC-FM RockWTOP-FM NewsWHUR-FM Urban AcWAMU-FM News/TalkWJFK-FM SportsKTRH-AM News/TalkKKHH-FM ChrKKBQ-FM CountryKGLK-FM Classic HitsKRBE-FM ChrKTBZ-FM Modern RockKTJM-FM Rgnl MexicanKSBJ-FM Contmp. ChristianKODA-FM Soft AcKHMX-FM Hot AcKHPT-FM 80's HitsKAMA-FM Spanish HitsKLTN-FM Rgnl MexicanKMJQ-FM Urban AcKBXX-FM Rhythmic-Chr

KBUE-FM Rgnl MexicanKLVE-FM RomanticaKRCD-FM Spanish Adult HitsKPWR-FM Rhythmic-ChrKIIS-FM ChrKHHT-FM Urban AcKROQ-FM Modern RockKOST-FM Adult Contmp.KAMP-FM ChrKSCA-FM Rgnl MexicanKRTH-FM Classic HitsKBIG-FM Hot AcKLOS-FM Classic RockKLAX-FM Rgnl MexicanKCBS-FM Adult HitsWPLJ-FM Hot AcWWPR-FM Urban Contmp.WQHT-FM Rhythmic-ChrWXRK-FM ChrWSKQ-FM TropicalWRKS-FM Urban AcWCBS-FM Classic HitsWAXQ-FM Classic RockWBLS-FM Urban AcWWFS-FM Adult Contmp.WPAT-FM Spanish HitsWFAN-AM SportsWKTU-FM Rhythmic AcWHTZ-FM ChrWLTW-FM Adult Contmp.

WIOQ-FM ChrWRDW-FM Rhythmic-ChrWPHI-FM Rhythmic-ChrWOGL-FM Classic HitsWUSL-FM Urban Contmp.WMGK-FM Classic RockWIP-AM SportsWYSP-FM RockWXTU-FM CountryWBEB-FM Adult Contmp.WMMR-FM RockWDAS-FM Urban AcWBEN-FM Adult HitsWISX-FM Rhythmic AcWRFF-FM Modern RockKNBR-AM SportsKLLC-FM Hot AcKISQ-FM R&B OldiesKCBS-AM NewsKBAY-FM Adult Contmp.KBLX-FM Urban AcKIOI-FM Hot AcKYLD-FM Rhythmic-ChrKMVQ-FM Rhythmic AcKMEL-FM Urban Contmp.KOIT-FM Adult Contmp.KFOG-FM Adult AlternativeKEZR-FM Hot AcKSOL-FM Rgnl MexicanKRZZ-FM Rgnl Mexican

The Study

• Top 10 Markets

• 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


• Urban Contemporary

• Urban AC

• All Sports

• Spanish Adult Hits

• Rock

• Rhythmic AC

• Mexican Regional

Format Comparison

• N/T/I

• Modern Rock

• Hot AC

• Country

• Classic Hits/Classic Rock

• CHR

• Adult Contemporary


Core Metrics ComparisonOut of Music Formats, Country, Regional Mexican and Urban AC Run the Most Commercial Minutes

0

2

4

6

8

10

12

14

16

18

Avg Minutes per Break Avg Minutes per Hour Avg Units per Break Avg Units per Hour Number of Breaks perHour

All Sports N/T/I Urban AC Mexican Rgnl CountryUrban Contmp. Rock Hot AC Classic Hits CHRAdult Contmp. Spanish Adult Hits Rhythmic AC Modern Rock


126

99 98 95

124

95 100 96

176

89 94 91

0

20

40

60

80

100

120

140

160

180

200

N/T & Sports Index Spanish Music Index Urban Music Index English Music Index

Total Minutes for Oct M-F 9A-5P Total Units for Oct M-F 9A-5P

Total Breaks for Oct M-F 9A-5P

How Does Spot PlacementDiffer by Format Category?


0

5

10

15

20

25

30

35

40

45

50

% of Units in 1st QH % of Units in 2nd QH % of Units in 3rd QH % of Units in 4th QH

Adult Contmp. Classic Hits Country Mexican Rgnl RockRhythmic AC Urban Contmp. Modern Rock Urban AC CHRN/T/I Hot AC Spanish Adult Hits All Sports

Which Quarter-Hour Do Spots Run?


178

44

111100

8494

100 103109 104

117

9692

119

92103

0

20

40

60

80

100

120

140

160

180

200

N/T/I & All Sports Index Spanish Music Index Urban Music Index English Music Index

% of Units in 1st QH % of Units in 2nd QH

% of Units in 3rd QH % of Units in 4th QH

How Does Spot PlacementDiffer by Format Category?

36.323.031.49.3

% of Units in 4th QH

% of Units in 3rd QH

% of Units in 2nd QH

% of Units in 1st QH

index


10,000

15,000

12,40013,400

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Mon-Fri 2PM-2:15PM

Mon-Fri 2:15PM-2:30PM

Mon-Fri 2:30PM-2:45PM

Mon-Fri 2:45PM-3PM

AQHD=50%

Average Quarter-Hour DifferentialMissed Quarter-Hour

22

Must listen to the station for at leastone hour a week to be included.

0.290.35

AQHD% of QH Missed

How Do You Measure Spot Load Strategies? Two New Metrics


0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

9:00

9:15

9:30

9:45

10:00

10:15

10:30

10:45

11:00

11:15

11:30

11:45

12:00

12:15

12:30

12:45

13:00

13:15

13:30

13:45

14:00

14:15

14:30

14:45

15:00

15:15

15:30

15:45

16:00

16:15

16:30

16:45

Mon-Fri 9AM-5PM

WMMJ-FM Urban ACWashington, DCAQHD is 33%

Does Average Quarter-Hour Differential Impact Ratings?

0

5,000

10,000

15,000

20,000

25,000

30,000

9:15

9:30

9:45

10:00

10:15

10:30

10:45

11:00

11:15

11:30

11:45

12:00

12:15

12:30

12:45

13:00

13:15

13:30

13:45

14:00

14:15

14:30

14:45

15:00

15:15

15:30

15:45

16:00

16:15

16:30

16:45

Mon-Fri 9AM-5PM

WHUR-FM Urban ACWashington, DCAQHD is 21%


33%

25% 26%29% 28%

34%

25%

42%

32% 32%

27%25%

31%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Urban Contmp.

Urban AC

All Sports

Spanish Adult Hits

RockRhythmic AC

Mexican Rgnl

N/T/IModern Rock

Hot AC

Country

Classic Hits

CHRAdult Contmp.

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%.

How Much Bounce Do Formats Have During the Average Hour?Average Quarter-Hour Differential


42%

31%

38%

30%

35%

43%

34%

40%43%

37%

32%30%

42%

29%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Urban Contmp.

Urban AC

All Sports

Spanish Adult Hits

RockRhythmic AC

Mexican Rgnl

N/T/IModern Rock

Hot AC

Country

Classic Hits

CHRAdult Contmp.

How to Read: During the average quarter-hour, Adult Contemporary fails to convert 29% of its listeners into the Cume or quarter-hour.

What Percent of AQH’s Are Not Converted Into Cume or AQH?Average Quarter-Hour Missed


111

91

113

101

118

93

109

99

0

20

40

60

80

100

120

140

N/T/I & All Sports Index Spanish Music Index Urban Music Index English Music Index

% of QH Missed AQHD

How Do Commercial MinutesDiffer by Format Category?

0.290.35

AQHD% of QH Missed

index


42%

31%

38%

43% 42%

33%

28%29%

43%

37%32%

30%40%

34%

35%

30%26%

25%27%

31%

25%27%

32%32%

42%

25%

34%29%

0%5%

10%15%20%25%30%35%40%45%50%

Urban Contmp.

Urban AC

All Sports

Spanish Adult Hits

RockRhythmic AC

Mexican Rgnl

N/T/IModern Rock

Hot AC

Country

Classic Hits

CHRAdult Contmp.

% missed Quarter-Hours AQHD

There Is a Connection Between Average Quarter-Hours Missed and Average Quarter-Hour Differential


What Do Top Ranked Stations Have In Common?

What Do Top Ranked StationsHave in Common?


32% 31%33%

35% 36%34%

33%

37%35% 35%

33%

44%

38%40% 41%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Persons 18-49

Rank Position by Quarter-Hours Missed

Rank Position


33%35%

23%

31%

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Top 5 all Demos 10 and below all Demos

% of QH Missed AQHD

How Do Commercial MinutesDiffer by Rank Position?

Index

Top 5s – rank top 5 in 18-34, 18-49 and 25-54Bottom 10s – rank 10 and below in 18-34, 18-49 and 25-54


1,620

2,094

327

1,665.70

2,109.80

367.4

0

500

1,000

1,500

2,000

2,500

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 Bottom 10s

How Do Commercial Minutesand Units Differ by Rank Position?



5

10.1

6.5

13.1

2.1

4.6

10.4

5.9

13.2

2.3

0

2

4

6

8

10

12

14

Avg Minutes perBreak

Avg Minutes per Hour Avg Units per Break Avg Units per Hour Number of Breaks perHour

Top 5s Bottom 10s

How Do Commercial Minutesand Units Differ by Rank Position?



9.4

8.2

7.2

9.8

8.17.3

0

2

4

6

8

10

12

18-34 Avg Rank 18-49 Avg Rank 25-54 Avg Rank

Top Units Per Hour Top Minutes Per Hour

Top 3rd of stations with the most commercial units vs. Top 3rd of stations with commercial minutes

There doesn’t appear to be a difference between stations that run higher spot levels vs. those that run higher units

Units vs. Commercial Minutes


0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

50

100

150

200

250

300

350

400

450

% of QH Missed

Total Breaks for Oct Mon-Fri 9AM-5PM

Total Breaks Trends Vary Closely With Missed Quarter-Hours

% QHs Missed Total Breaks in Oct.


9

32

23

36

0

5

10

15

20

25

30

35

40

1st QH Units 2nd QH Units 3rd QH Units 4th QH Units

Spot Placement and Rank


Measuring Spot Placement

6 unit5 unit1 unit

1 unit

4th to 1st Quarter Hour%400

2nd to 3rd Quarter Hour500%

1st to 2nd Quarter Hour-80%

3rd to 4th Quarter Hour-83%

Example


85

46

69

45

107 109

69

163

108

145

162

92

0

20

40

60

80

100

120

140

160

180

4th to 1st 1st to 2nd 2nd to 3rd 3rd to 4th

Top 5 Middle 5 Bottom 5

Top Stations Tend to Spread Units Index

Music Station Commercial Change From Quarter-Hour to Quarter-Hour

Persons 18-34


92

62

76

89

109119

79

96100

120

145

115

0

20

40

60

80

100

120

140

160




Persons 18-49

Index


9584

151

61

97 98

53

73

109117

96

166

0

20

40

60

80

100

120

140

160

180




Persons 25-54

Index


» 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).

*Music formats only

7.97.57.375% or more

7.37.27.351-75%

7.15.36.525-50%

Total of 18-49 Rank

Total of 18-34 Rank

Total of 25-54 Rank

% of Units in 2nd and 4th QH

Loading Up the Quarter-Hour vs. Spreading the Minutes Out


What Might Be Going On

2 different situations which would show up with high percentage change



Less bounce quarter-hour to quarter-hourbut could more breaks lead to better rank?



Less bounce and less breaks


» 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

Conclusions/Suggestions


Special Thanks

»Media Monitors»Chris Heider

»Michelle Barker»Jenny Tsao»Alex Bishop»Gary Marince

The Impact of Spot Loads and Spot Placement on Station ... · ©2009 Arbitron Inc. 3 Critical...

Documents

Transcript of The Impact of Spot Loads and Spot Placement on Station ... · ©2009 Arbitron Inc. 3 Critical...