Key Points for Miami LPMs

Transcription

1 Miami Cnversin Overview May, 2009 Key Pints fr Miami s Nielsen is cmmitted t imprving the accuracy f the TV ratings in Miami. The advertising market and the ecnmy as a whle will wrk mre efficiently if advertisers have greater cnfidence that they are paying fr ads that peple really watch. With the intrductin f Lcal Peple Meters, Miami s lcal televisin ratings are mre accurate and mre representative f the lcal ppulatin than ever befre. The sample is bigger and it des a better jb f representing the diverse cmmunities in Miami than the set meter/diary samples ever culd. Because we d ur recruiting in persn, we get better respnse rates, which imprves ur sample quality. s are based n the same technlgy that has been measuring natinal TV ratings since Because the meters are electrnic, they measure what peple really watch and d nt rely n diarists memries f what they watched. This is increasingly imprtant in a TV wrld where peple change the channel frequently, have access t several hundred TV surces, and use DVRs. Our electrnic meters prvide cntinuus audience measurement f peple watching televisin. As a result, we prvide TV viewing measurement 365 days a year. ratings are available sn after the viewing ccurs, which enables prgrammers and advertisers t make immediate decisins. In cntrast, paper diaries nly prvide ratings fur times a year during sweeps mnths, and the ratings are nt available until mre than a mnth after the viewing ccurs. The sample is mre representative f the lcal ppulatin than the Set Meter sample it is replacing. The sample is bigger and mre clsely represents the percentage f all majr husehld demgraphic characteristics f all cmmunities within the market. The larger sample, cmbined with the increased accuracy f the peple meter itself, enables Nielsen t prvide ratings fr mre viewing surces. measurement tends t favr larger, better knwn prgramming because diary keepers tend t remember better knwn surces when they are filling ut the diary. As a result, smaller bradcasters and cable netwrks benefit frm the s ability t capture the full range f prgramming that peple actually watch. Miami s DVR penetratin increased frm 14.8 t 22.5 between Feb and Feb

2 Sample Perfrmance Sample Size: Nielsen s sample sizes are larger than the set meter and diary samples. In Miami, the sample prvides the market with a 13 increase in husehlds and an 81 increase in persns age 2 and lder (P2+). DMA Sample Size s in Markets fr Final Cmparisn Perid Set Meter (Sept 08) Installed Husehlds (week/e Weekly (July 08) Persns 2+ Intab (week/e Ttal Hispanic Black In September 2008, its final mnth, the Nielsen set-meter sample size was 549 hmes. The current sample is nw at 622 hmes (+13) The final mnth f diary measurement in Miami was July 2008 and during the average week the number f persns 2 r lder wh filled ut the diary was 826. The Nielsen sample has 1,498 participants every week an increase f +81 Participatin f Hispanic persns in the Nielsen sample went frm 369 in the diary t 694 in Participatin f Black persns went frm 178 in the diary t 325 in DMA Sample Size s in Markets fr Final Cmparisn Perid Avg Week (July 08) Persns Intab (w/e Avg Week (July 08) Persns Intab (w/e Ttal Hispanic Black Yunger peple are participating mre in vs the hand-written diary: +111 fr Persns fr Persns between Onging Cperatin f ur Nielsen sample hmes typically increases with the transitin t. The Miami market saw increases in Onging Cperatin f 85 with. Cperatin went up frm 24.5 t 45.4 Onging Cperatin (w/e Sept 08 DMA Meter Diff. Miami

3 Sample Characteristics are Mre Representative Nielsen s Lcal Peple Meters help bring the husehld characteristics f ur sample mre in line with the Universe Estimates (UE) f the market in ther wrds creating a mre representative sample Miami DMA Husehld Sample Characteristics - Week-ending Set Intabs vs. Universe Estimates Set Intab UE Cable and/r ADS Bradcast Only Husehld Size 1-2 Husehld Size 3-4 Husehld Size 5+ Nne <18 Any <18 AOH<35 AOH AOH 55+ Brward Cunty Miami-Dade Cunty Mnre Cunty 3

4 Miami DMA Husehld Sample Characteristics - Week-ending Set Intabs vs. Universe Estimates () Set Intab UE Black Hispanic Only Spanish Mstly Spanish Spanish/English Equal English Dminant Viewing Differences Between and Lcal Peple Meter July 2008 In launching markets, Nielsen has bserved changes in PUTs (percent f peple in particular demgraphics watching televisin) by daypart and demgraphic. Miami has substantial increases in usage levels during dayparts such as 5-7AM, daytime and 4-5PM, while primetime and early evening shwed smewhat lwer usage levels. PUT Percent Change: July 2008 Meter/ vs. Miami Ttal Husehlds P18-34 P18-49 P25-54 M-F 5a-7a M-F 7a-9a M-F 9a-12p M-F 12p-4p M-F 4p-5p M-F 5p-6p M-F 6p-7p M-F 7p-8p M-F 8p-11p M-F 10p-11p M-F 11-11:30p M-F 11:30p-1a Ttal Day Lcal Peple Meters reprt viewing t mre surces cmpared t diary measurement as a result f the larger sample size and increased accuracy invlved with electrnic measurement. The table belw shws that mst demgraphics had mre surces with ratings credit in ver the diary. 4

5 MON-SUN 7AM-1AM Miami Ttal Market DEMO Meter/ DIFF DIFF P P P P P P W W W W M M M M T tends t shift the share f rating pints frm higher-rated t lwer-rated surces, as electrnic measurement is mre apt than a diary t capture real audience fragmentatin. In Miami, this has resulted in a lwer share f viewing t bth English and Spanish Bradcast statins alng with a higher share t cable. M-Su 7AM-1AM Average Share f Grss Ratings Pints by Media Grup July 2008 Miami P18-34 P25-54 Meter/ Meter/ English Bradcast Ad-Supp Cable Pay Cable Spanish Bradcast PBS M-F 6PM-8PM Average Share f Grss Ratings Pints by Media Grup July 2008 Miami P18-34 P25-54 Meter/ Meter/ English Bradcast Ad-Supp Cable Pay Cable Spanish Bradcast PBS

6 DVRs in Miami Creating the Equivalent f a New Cmpetitr Miami s DVR penetratin increased frm 14.8 t 22.5 between Feb and Feb The chart belw prvides the time Miami husehlds spent in viewing prgramming previusly recrded n their DVR expressed in ratings fr Feb. 08 and 09. The amunt f tuning t playback increased by nearly 30 during Primetime The verall increase in DVR playback frm year t year was +50 The greater the amunt f time spent tuning t DVR playback, the less time available t view live televisin DVR Playback - Miami-Ft. Lauderdale DMA FEB 2008 Meter/ vs. MAR 2009 TV Husehlds P25-54 FEB 08 MAR 09 MAR 09 Daypart Set Meter Rating Rating DIFF DIFF Rating M-F 5:00AM - 6:00AM M-F 6:00AM - 7:00AM M-F 7:00AM - 9:00AM M-F 9:00AM - 12:00PM M-F 12:00PM - 4:00PM M-F 4:00PM - 5:00PM M-F 5:00PM - 6:00PM M-F 6:00PM - 6:30PM M-F 6:30PM - 7:00PM M-F 7:00PM-7:30PM M-F 7:30PM-8:00PM M-F 8:00PM - 10:00PM M-F 10:00PM - 11:00PM M-F 11:00PM-11:30PM M-F 11:30PM-1:00AM M-Su 5:00AM-5:00AM Surce: The Nielsen Cmpany. Nte: ratings include live viewing plus playback n a DVR viewed that same day (live+same day) 6

7 Tp Ranked Prgrams -- Miami Live Persns Age 2+ Week f May 18-24, 2009 Rank Statins/Cable Prg Air Prgram Date Netwrks Times Rating 1 23 WLTV UNI CRISTN MON-UNI 05/18/ :00 p WSVN FOX AM IDOL-WE-FOX 05/20/2009 8:00 p WSVN FOX CH7 NWS 10.00P 05/20/ :00 p WSVN FOX AM IDOL-TU-FOX 05/19/2009 8:00 p WPLG ABC DANCNG-STR-ABC 05/18/2009 8:00 p WPLG ABC DANC-RESLT-ABC 05/19/2009 9:00 p WLTV UNI CUIDDO-ANG-UNI 05/20/2009 8: WLTV UNI MANAN-SMPR-UNI 05/19/2009 9:00 p WLTV UNI MANAN-SMPR-UNI 05/20/2009 9:00 p WLTV UNI CUIDDO-ANG-UNI 05/19/2009 8:00 p WLTV UNI MANAN-SMPR-UNI 05/18/2009 9:00 p TNT NBA PLAYOFFS 05/20/2009 8:30 p WLTV UNI SAB GN SAT-UNI 05/23/2009 8:00 p TNT NBA PLAYOFFS 05/24/2009 8:30 p WLTV UNI CUIDDO-ANG-UNI 05/18/2009 8:00 p WLTV UNI CUIDDO-ANG-UNI 05/22/2009 8:00 p WLTV UNI AQ-AHR TUE-UNI 05/19/ :00 p WLTV UNI MANAN-SMPR-UNI 05/21/2009 9:00 p TNT NBA PLAYOFFS 05/22/2009 8:30 p WLTV UNI CUIDDO-ANG-UNI 05/21/2009 8:00 p ESPN NBA PLAYOFFS-C 05/19/2009 9:00 p 3.8 7