Diapositive 1

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PPM,FOLLOW THE LISTENER, MINUTE BY MINUTE
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BCRQs Board Members

• Pierre Barbeau
• Vice-President Finances, Radio-classique
• Gary Belgrave
• Ex-officio BCRQ
• President, Radio Marketing Bureau
• Joanne Leboeuf (invited)
• Vice-President General Manager, BCRQ

• Mario Cecchini
• President BCRQ
• Vice president, Corus Quebec
• Charles Benoît
• Vice-president BCRQ
• Executive Vice-President, Astral Media Radio
• Richard Lachance
• Vice-President, Radio Cogeco
• General Manager, Rythme FM
• Raynald Brière
• President CEO, RNC Media

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Why the PPM ?

• For the broadcasters
• A true programming tool (very accurate minute by
  minute measure) allowing a station to improve the
  loyalty of the targeted audience
• Better understanding of their listening pattern
  their favorite shows, songs, DJs, preferred shows
  segments
• And this, week after week, day after day, hour
  after hour
• For the sales departments strategic tool to
  better assess the audiences behavior in order to
  fullfil advertisers needs.
• For the advertisers
• A planning tool that allows them to be better
  informed re. the radio listening patterns of
  Canadians
• The chances to deliver the right message, at the
  right time to the right person will be increased
• Maximize the ROI (return on investment)
• One can now observe the market trends during the
  purchase period and on an ongoing basis

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Montreal PPM Radio Publication Schedule
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PPMWhat to expect?
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From Imperial to Metric measurements

• 6,11 Cdn ? 6,11 EurosBut, 10 Cdn 6,11
  Euros same valuevaries as per the monetary
  markets
• 32º Celsius ? 32º Farenheit
• But, 0º Celsius 32º Farenheit Water Freezing
  point
• And, again
• 1 GRP Diary ? 1 GRP Audimetric But, x GRPd
  x GRPa same campaign
• Varies as per the target group and the survey
  period
• Conversion to be determined

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From a Diary GRP to an Audimetric GRP

• Radio listening has not changed, it is still the
  same it is only the way of reporting it that
  changes
• The number of hours that the listeners tuned last
  week remains the same than the one they will
  listen to this week or next week it is only the
  measurement scale that changes
• The purchase of 120 spots of 30 s. on a station
  will still give, tomorrow, the same performance
  to the advertiser
• New methodology to measure the radio ratings
  new currency the new audimetric GRP.

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PPM(Portable People Meter) Technicities
The measured stations have encoded their signals
The PPM catches encoded signals of the radio
frequencies, inaudible to human hearing analog,
digital, direct broadcast or over the Internet
Three rules for the panel members 1. Wear the
PPM for at least 8 hours a day2. Keep the green
light on (movement detector)3. Reharge the
audimeter before going to bed it will transmit
the data by modem using th homes electrical
wiring.
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PPMMethodologic characteristics
Listeners 2 years Measure tuning in to Radio by
its exposure passive, registered in real time
without any manipulation A panel of 400
households Mtl Central Franco and 400 households
Mtl Central Anglo - measured in a continuous
fashion 52 weeks Measure the audience tuning
each minute of the day (Average Minute Audience
- AMA) Continually portable the PPM is worn an
average of 15 hours per day by the panel 7
days/wk, M-S, 2pm to 2am Unique source of
measurement same panel for Radio and Television
Listeners 12 years Measure tuning in the Radio
by recall active, relies on listeners memory.
8 random samples each measured during a week
the average of the 8 weeks will give us our
typical week. Total samples of 5,000 respondents
in Central Montréal. Measures the audience
tuning in each 15 minutes of the day (Quarter
hour Audience Average (AAQH) Questionnary to be
completed each day, during 7 days, M-S, 5a to
1a Survey non related to the Television one
Survey comparable to Nadbank and PMB
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PPM What to expect American experience

• Reach for each station is a lot greater exposure
  by minute instead of each 15 minutes It is not
  surprising that the number of listeners has
  doubled even tripled for a given station!
• By measuring each minute, PPM reveals that
  listeners tune in greater number of stations (4.5
  versus 2.6 in Philadelphia)
• Thus, there are more but shorter occurrences of
  tuning in
• The breakdown of total hours tuned in is
  different during the week
• The composition of audience for certain stations
  changes
• The listening habits of male and younger demos
  increase

Source Arbitron, Philadelphia métro, may 2007
PPM vs Fall 2006 Diary. McVay Media, Impact de
PPM sur les stations AC, 2008.
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PPM Impacts on listening results
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The reach(000s) PPM vs Diaries Montreal
Franco, 12 yrs , S2 2008
Indications
339
166
119
216
189
174
252
224
242
300
345
4 stations are now in the millions
Attention! Panel still testing
Source BBM S2 2008 (April 14 to June 8, 2008),
Montreal Franco, Mon-Sun, 5pm-1am, 12 years /
diaries (MicroBBM5) and PPM (InfoSys) / Pop x,
n x / In thousands (000s) weekly 9 commercial
stations 2 Radio-Canada stations
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The reach (000s) PPM vs DiariesMontreal
Anglo, 12 yrs , S2 2008
Indications
210
210
210
215
147
173
210
145
Attention! Mtl Anglo panel incomplete.
Attention, panels incomplets !
Source BBM S2 2008 (April 14 avril to June 8,
2008), Montréal Anglo, Mon-Sun, 5pm-1am, 12 years
/ Diaries (MicroBBM5) and PPM (InfoSys) / Pop
x, n x / In thousands (000s) 6 commercial
stations Radio-Canada
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The ReachMontreal FrancoAverage number of
stations weekly tuned in
Source S2 2008 (April 14 to June 8, 2008),
Montréal Franco, Mon--Sun, 5pm-5am, All of
the stations of the Montreal market are
considered (19 stations considered by BBM)
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The ReachMontreal Anglo Average number of
stations weekly tuned in
Source S2 2008 (April 14 to June 8, 2008),
Montréal Anglo, Mon--Sun, 5pm-5am, All of the
stations of the Montreal market are considered
(19 stations considered by BBM)
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Breakdown of the tuning by week ()Montreal
Franco, 12 yrs , all stations
S2 2008
BCRQ source BBM S2 2008 (April 14 to June 8,
2008) , Montréal Franco, Mon-Sun, 5pm-1am, 12
years / Diaries (MicroBBM5) and PPM (InfoSys)
commercial stations Radio-Canada
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Breakdown of the tuning in by week Montreal
Anglo, 12 yrs, all stations
S2 2008
BCRQ, source BBM S2 2008 (April 14 to June 8,
2008) , Montréal Anglo, Mon-Sun 5pm-1am, 12 years
/ Diaries (MicroBBM5) and PPM (InfoSys)
commercial stations Radio-Canada stations
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Reach () per Age and GenderPPM vs Diaries (12
yrs )Montreal Franco
Source Infosys Radio, S2-2008, Montréal Franco,
T12, Mon-Sun 5pm-1am
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Reach () per Age and GenderPPM vs Diaries (12
yrs )Montréal Anglo
Source Infosys Radio, S2-2008, Montréal Anglo,
T12, Mon-Sun 5pm-1am
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Key findings

• 2 methodologies, 2 measuring scales, results are
  different and non comparable
• More total reach Radio, now on a par with
  television
• More accurate
• Listeners tune in more stations
• More listening during weekends and evenings
  more tuning in stability during weekdays
• Younger people are there !

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Radio Strenghts

• The closeness media above all
• accompanies listeners wherever they may be
  (car, office, home)
• is mainly listened to in the day time (7 days a
  week)
• allows one to reach consumers as close as
  possible to their purchasing decisions
• Easy to reach out to targeted consumers
• Thanks to its ability to quickly create a high
  frequency, it encourages consumers to react
  rapidly (desired call-to-action)
• Thanks to PPM, we now can observe the behaviors
  of different demos with much more precision in
  order to maximize the ROI
• Recognized as being the frequency media it
  will henceforth be sought after for its great
  reach!