Arbitron And Entravision Test Impact Of Campaigns Running Simultaneously On Radio And Television
August 16, 2011 at 9:16 AM (PT)
ARBITRON and ENTRAVISION COMMUNICATIONS have released the results of a pilot test exploring the impact of jointly selling advertising on ENTRAVISION's local television and radio stations in DENVER. 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, monitored ENTRAVISION's five DENVER properties: KCEC-TV UNIVISION, KTFD-TV TELEFUTURA, and radio stations KXPK, KJMN and KMXA-A.
"Advertisers have expressed the need for a single-source, cross-platform audience measurement service and ARBITRON's PPM ratings service fulfills that need," said ARBITRON VP/Cross-Platform Sales and Marketing CAROL EDWARDS. "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 ENTRAVISION Pres./Radio Division JEFF LIBERMAN.
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 6a-4p, radio delivers 70% to 80% of the combined television/radio audience; television delivers 80% of the audience from 7p-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 here.