Measuring the impact of TV Advertising on a station's listening

Edison Research and Arbitron released a terrific report last week at the NAB Radio Show in Austin. Data in this report tracked listening behavior over a 12 week period and correlates it to exposure of panelists to TV ads from the two radio stations cited in the report, WBEB and WJJZ in Philadelphia.

This is an application of PPM data that has been long awaited by many of us. And the results show that this type of research can result in very actionable information for radio marketers.

Of particular interest to me was slide #30, which shows the behavior of one panelist, a 45-54 year old male. This panelist listened to just 2 quarter hours of WBEB each week during the first three weeks of the study period. During this period, he saw no WBEB TV spots. Then, in the 4th week of the survey, he saw one spot and his listening bumped a little bit, up to 4 quarter hours for the week. In weeks 2-8, listening to WBEB dropped back to less than 2 quarter hours a wee, even though he was exposed to 2 TV spots each week. Then - in weeks 8 & 9 - he was exposed to 3 TV spots each week and his listening to WBEB started to skyrocket, so that by week 12, he was listening to upwards of 20 quarter hours (5 hours!) of WBEB each week. This is just one panelist, and there may be little or no "real" correlation between his increased exposure to WBEB TV ads and his increased listening to WBEB. Look at this kind of information for hundreds of panelists, and you will begin to discern a pattern of response to advertising. This will produce some truly actionable data.

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Here's the complete presentation: