Study shows buying radio and television together delivers near primetime audience levels throughout the day
COLUMBIA, Md., Aug. 16, 2011 /PRNewswire/ -- Arbitron Inc. (NYSE: ARB) and Entravision Communications Corporation (NYSE: EVC), a diversified Spanish-language media company, announced today the results of a pilot test exploring the impact of jointly selling advertising on Entravision's local television and radio stations in Denver, CO. The study found that using both television and radio in an advertising campaign is an effective way of increasing audience reach, delivering near primetime audience levels throughout the day.
The study, which utilized the cross-platform capabilities of Arbitron's single-source Portable People Meter™ (PPM™) ratings service, monitored Entravision's five Denver, CO properties: KCEC-TV Univision, KTFD-TV TeleFutura, KXPK-FM, KJMN-FM and KMXA-AM. The findings are based on data collected from 1,274 panelists from August 19, 2010 to September 15, 2010. Additionally, for the first time, Entravision received credit for television viewing outside of the home, a unique capability of Arbitron's PPM technology.
"Advertisers have expressed the need for a single-source, cross-platform audience measurement service and Arbitron's PPM ratings service fulfills that need," said Carol Edwards, Vice President of Cross-Platform Sales and Marketing for Arbitron. "Entravision's top-rated broadcast outlets in Denver provided us with a great opportunity to evaluate the value to advertisers of combing radio with television."
"This single-source, cross-platform PPM pilot project reaffirms what we've been proving to our advertisers for years - utilizing both radio and television is an efficient and effective way to increase reach over a radio-only or television-only advertising schedule," said Jeff Liberman, President, Radio Division of Entravision Communications Corporation.
Some of the key finding of the study include:
- The usage patterns of television and radio complement each other, with radio delivering high daytime ratings and television delivering at night.
- From 6:00 AM to 4:00 PM, radio delivers 70% to 80% of the combined television/radio audience; television delivers 80% of the audience from 7:00 PM to Midnight.
- Each media type reaches a heavy user that is a distinct consumer segment that the other cannot effectively deliver.
- Campaigns can emphasize reach or frequency in a television and radio buy, depending on the combination of dayparts used. Not all dayparts on television and radio share the same percentage of audience.
To view the full white paper with more details of the study, click on the following link: http://www.arbitron.com/crossplatform/arf.htm
About Arbitron Portable People Meter Radio Ratings Services
The Arbitron Portable People Meter is a portable device that captures a consumer's exposure to media and entertainment by passively capturing an inaudible code that can be embedded in the audio content of terrestrial, satellite and online radio broadcasts, in broadcast, cable and satellite television as well as cinema advertising and many types of place-based digital media. The PPM service is currently commercialized in 48 markets nationwide
About Entravision Communications Corporation
Entravision Communications Corporation is a diversified Spanish-language media company utilizing a combination of television, radio and digital operations to reach Hispanic consumers across the United States, as well as the border markets of Mexico. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision's TeleFutura network, with television stations in 20 of the nation's top 50 Hispanic markets. The company also operates one of the nation's largest groups of primarily Spanish-language radio stations, consisting of 48 owned and operated radio stations. Additionally, Entravision has a variety of cross-platform digital content and sales offerings designed to capitalize on the company's leadership position within the Hispanic broadcasting community. Entravision shares of Class A Common Stock are traded on The New York Stock Exchange under the symbol: EVC.
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data.
The Company has developed the Portable People Meter ™ (PPM™) and the PPM 360™, new technologies for media and marketing research.
Portable People Meter™, PPM™ and PPM 360™ are marks of Arbitron Inc.
SOURCE Arbitron Inc.
Contact: For Arbitron: Investor Contact: Thom Mocarsky, +1-410-312-8239, firstname.lastname@example.org, Press Contact: Kim Myers, +1-410-312-8500, email@example.com, both of Arbitron Inc.; For Entravision: Maggie Duquin Nolan, Brainerd Communicators, Inc., +1-212-986-6667, firstname.lastname@example.org