The Power of Terrestrial Radio in Puerto Rico. Presented by: Brad LaRock Arbitron June 2012
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1 The Power of Terrestrial Radio in Puerto Rico Presented by: Brad LaRock Arbitron June 2012
2 Agenda The Role of Relevancy Basic Rating Elements Daily Radio Usage Audience Composition Analysis Marketing with Radio Qualitative Information Questions
3 The Role of Relevancy Station Audience Client
4 Station Creative and deliberate delivery of relevant content creates an engaged audience.. Relevance to the Audience has to be informative or entertaining. The more engaged the Audience the more relevant to a Client. Clients' business success can lead to less of a discussion on the station s rate. Better results allow for more relevant production. Content is King. If irrelevant and undesired the audience will erode.
5 Audience Engaged Audiences look to be informed and entertained, they need and desire relevant products and services. Messages from relevant products and services, are more receptive. The relevance of the product determines how relevant the price. A relevant, informative or entertaining messages is desired content. Relevant and desired content increases the level of Audience engagement.
6 Client Engaging your audience with a relevant message equals Client success. Targeted Clients provide relevant products or services. The more relevant the product the larger the consumer base. The more relevant the product the less relevant the price. A engaged Audience makes a station critical to a clients success. Success enables the Client s message to become more relevant, informative and entertaining.
7 Arbitron s Role Our estimates define engagement of the audience; demonstrate the relevance of the content; determine when to deliver the message. Age, Race, Sex, Ethnicity, Geographic location, Education level, Employment status, income levels and language preference. When listeners tune-in, how long, where they go, who do they listen to most. Days per week and day of week. When they seek information and when they seek entertainment. Are they receiving the message alone or with others. Arbitron s estimates provide the knowledge the Station and Client need to remain relevant to their Audience.
8 The Elements of Radio Estimates This may be basic, but it helps to remember how these estimates come about.
9 Basic Building Blocks CUME TSL AQH Share Rating Only two things are measured to come up with the listening estimates. Daily Cume multiplied by Daily TSL in Quarter Hours divided by Quarter hours available.
10 Winter Diary 2012 Home to Metro Weekly Cume Weekly TSL 2,872,800 23:00 (12+ Weekly Total Cume) (92 Quarter Hours) Market Weekly Quarter Hour Persons 2,872,800 X 92 = 264,297, ,297,600/504 = 524,400 With exact TSL rounds to 524, = Total quarter hours available Weekly 6a-12m Total 12+ Market Population 524,600/600,000 =.8743% rounds to a 87.4 share 566,900/3,193,005 =.1642% rounds to a 16.4 Rating 2,947,200 Weekly Cume with a total average weekly TSL of 24:30 hours per week. Equaled a 87.4 share and a 16.4 Rating for Home to Metro Stations.
11 Daily Radio Usage Radio is powerful 24/7, but understanding how and when Radio is more relevant than other times can help both Programming and Customer initiatives.
12 P 12+ Weekly Cume Composition 2,000,000 Monday - Friday 1,800,000 1,600,000 1,400,000 1,200,000 1,000, , , , , A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 12 M-F 6a-12M Persons 12+
13 P 12+ Saturday Cume Composition 900,000 Saturday 800, , , , , , , , A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 12 Saturday 6a-12Mid Persons 12+
14 P Weekly Cume Composition Monday - Friday 1,200,000 1,000, , , , , A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12M Persons 18-49
15 P Saturday Cume Composition 500, , , , , , , , ,000 50,000 0 Saturday 6A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 Saturdays 6a-12M Persons 18-49
16 W Weekly Cume Composition Monday - Friday 600, , , , , , , , , , ,000 50, A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12M Women18-49
17 W Saturday Cume Composition Saturday 300, , , , ,000 50, A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 Saturday 6a-12Mid Women18-49
18 M Weekly Cume Composition 600,000 Monday - Friday 500, , , , , A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12M M18-49
19 M Saturday Cume Composition 250,000 Saturday 200, , ,000 50, A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 Sat 6a-12Mid M18-49
20 A Weekly Cume Composition 1,100,000 Monday - Friday 950, , , , , ,000 50,000 6A 8A 10A 12P 2P 4P 6P 8P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 10P Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12Mid A 25-54
21 A Saturday Cume Composition 1,100,000 Saturday 950, , , , , ,000 50,000 6A 8A 10A 12P 2P 4P 6P 8P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 10P Source: Arbitron Puerto Rico WI 2011 WI 2012 Saturday 6a-12M A 25-54
22 W Weekly Cume Composition Monday - Friday 530, , , , ,000 30,000 6A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12M Women 25-54
23 W Saturday Cume Composition 330,000 Saturday 280, , , ,000 80,000 30,000 6A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 Sat 6a-12M Women 25-54
24 M Weekly Cume Composition 500,000 Monday - Friday 450, , , , , , , ,000 50, A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 M-F 6a-12M Men 25-54
25 M Saturday Cume Composition 250,000 Saturday 200, , ,000 50, A 8A 10A 12P 2P 4P 6P 8P 10P Winter 11 Spring 11 Summer 11 Fall 11 Winter 12 Source: Arbitron Puerto Rico WI 2011 WI 2012 Saturday 6a-12Mid Men 25-54
26 Persons 12+ Vital Signs WI 12: TSL as well as the Tune-ins are highest across past 5 books! Share is also consistent. Source: Arbitron, Puerto Rico WI 12 Persons 12+ M-Sun 6a-12M
27 18-34 Vital Signs P W M Source: Arbitron, Puerto Rico WI M-Sun 6a-12M
28 18-49 Vital Signs P W M Source: Arbitron, Puerto Rico WI M-Sun 6a-12M
29 25-54 Vital Signs P W M Source: Arbitron, Puerto Rico WI M-Sun 6a-12M
30 Audience Composition Analysis 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6A-7A 7A-8A 8A-9A 9A-10A 10A-11A 11A-12P 12P-1P 1P-2P 2P-3P 3P-4P 4P-5P 5P-6P 6P-7P 7P-8P 8P-9P 9P-10P 10P-11P 11P-12A Arbitron: Puerto Rico Metro WI 12 Mon-Fri 6a-12m Avg.Comp
31 Newspaper is NOT Medium of Choice in Puerto Rico Over 63% of the Metro population did not read ANY Sunday paper last week. And 71% Did not read the paper online. Source: Arbitron Qualitative Diary WI 12, Puerto Rico, Persons 12+
32 Television Does Not Reach Everyone Source: Arbitron Qualitative Diary WI 12, Puerto Rico, Persons 12+
33 Television Services Source: Arbitron Qualitative Diary WI 12, Puerto Rico, Persons 12+
34 Radio Reaches Source: Arbitron WI 12, Puerto Rico, Persons 12+
35 Final Thoughts Radio is an incredible medium to target specific consumers and can be used to reach entire populations. With the kind of granularity the data shows you can really create unique marketing ideas for your clients. Every station has an audience that is relevant to the right customer. Remember the part you play in their life, their radio station is as personal as their desktop. Never underestimate the power of your audience Call whenever you need help, that is why we are here
36 Arbitron Contacts Brad LaRock Senior Account Manager (office) (cell) Dave Chipman Director of Sales Western Division (office) (cell) Kristin Powell Senior Client Services Representative (office) (cell) Vilma Llavett (Habla Espanol) Senior Sales Coordinator (office)
37 Thank You! You can find a copy of this presentation for download, by going to the following link:
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