New Arbitron Metric Offers Look At Retention Of Sports PBP Listeners
November 28, 2012 at 4:08 AM (PT)
ARBITRON has created an "Event Retention Index" (ERI) for its PPM data to measure the extent to which audiences stay tuned to sports broadcasts. The ERI estimates the proportion of a station's audience that stays tuned for the complete quarter hours during a game, as opposed to the average of the top 20 stations in the same market during weekdays 6a-7p.
"The Event Retention index can provide tangible evidence that people who listen to sports broadcasts 'stick around' during games and are more likely to be exposed to advertising during the broadcast," said ARBITRON Sports Manager CHRIS MEINHARDT.
ERI analysis for the 2012 Major League Baseball season showed baseball play-by-play listeners more likely to stay tuned in for a full 15 minute segment than listeners to other programming among the top 20 stations.