Buying Hispanic Radio & TV together delivers near primetime audience levels throughout the day.
July 16, 2011
Arbitron Inc. and Entravision Communications Corporation, a diversified Spanish-language media company, announced 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 MeterTM (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:
o The usage patterns of television and radio complement each other, with radio delivering high daytime ratings and television delivering at night.
o 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.
o Each media type reaches a heavy user that is a distinct consumer segment that the other cannot effectively deliver.
o 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 CLICK on link below;
http://www.arbitron.com/crossplatform/arf.htm>
