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Lost & Found: PPM has found all the missing 18-24 year olds. click here to view media release.
In their presentation at TV Day, Kathy Gardner and Rob Dilworth explained the Portable People Meter (PPM), which is the new currency in television. PPM explodes some of the myths about TV as it is all about measuring real people, watching real television, in real time. It is not about recall.
On August 31, 2009, BBM Canada launched a new ratings currency, PPMs, which replaces the Mark II (in home set top meters) in English Canada. The change was made because there is a constant quest for the most accurate and reliable audience measurement, a need to measure today's viewers, and proven, tested methodology and technology.
PPM is better because:
- more accuracy with younger demos
- capture out-of-home viewing (hotel, vacation home, office, bars and restaurants -- only if the sound is on)
- more homes with new entertainment technologies are monitored
- measurement costs come down
- product usage data
- future applications of this technology
PPM provides better accuracy measurement for younger demographics because there is greater compliance, no diary involved, and is a passive measurement (you just have to wear it).
PPM audience technology is also less intrusive, allowing BBM into more homes with HD, Plasma, Wall Mounted, PVR'd sets. As a result, people in the TV panel increased by 1870 people in Fall 2009 compared to the previous year.
Future applications for PPM:
- online streaming can be encoded now, all forms of video content (VOD, online, mobile) could be encoded
- replace Diary Sweeps with a PPM Sweep Panel
- advertisers could measure the aggregate multimedia reach/frequency of all their video and radio campaigns
- commercials could carry unique codes
- an advertiser could build a PPM panel of their customers, or they could broadcast encoded music
- we could fuse a giant product usage study to the meter sample
Despite ongoing predictions of the demise of TV, PPM proves that TV is more vibrant than ever with 29 million Canadians tuning in nightly.
Dispelling the PVR Myths
The presenters also addressed the Bensimon Byrne study released at an earlier Advertising Week session which led the Toronto Star to report that “television remains a universal medium but almost no-one is watching the ads”. The conclusions were drawn from a simple online questionnaire , but valid media research is more complicated than asking questions in surveys.
The presenters reported that the new PPM meter tracks actual PVR viewing. The fact is that 96.7% of viewing in Canada is to LIVE television.
The presenters also reported on the Advertising Research Foundation’s meta analysis of hundreds of research studies to determine if ad skipping and clutter were rendering TV less effective than in the past. Their conclusion in 2009 was that TV advertising is as effective as it ever was, and in many cases TV is becoming more effective.
To view or download this presentation, click here.
To view more information and see the latest statistics from PPM, click here to view our PPM Watch page.
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