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Putting survey response data into context of everyday life: Data modeling with an electronic measurement system of media exposure

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Abstract:

Arbitron has recently developed a new multi-media measurement method – called the Personal People Meter (PPM). Television ratings obtained using the PPM have been considerably higher than those measured by Nielsen Media Research’s (NMR) set-top diary. To further explore this ratings difference, Arbitron and Nielsen Media Research (NMR) placed stationary PPMs in 19 households that were already outfitted with TV set-top meters in order to monitor how often these PPM’s picked up exposure from TV’s in the same room versus a different room. Although it is currently unknown whether people using the diary/set-top system credit such instances as “watching or listening”, an audio-based measurement system would likely credit such instances. In order to know whether the higher PPM TV ratings are due to a difference in the definition of audience between the two measurement systems we must determine how much the PPM credits out-of-room TV exposure.

Since we did not know where the people were located when the TV’s were tuned, we cross-tabulated separate data sources to derive estimates of how likely people were in the same or different rooms as the TV’s. The data sources consisted of: a survey conducted with the household to determine what times they were usually away from home (e.g. at work or at school) and the NMR people meter data. Using this data, we assigned to each person in the household, their probability of being in each room of the household. These probabilities were overlaid onto the media detections of the stationary PPM’s in each room of the household to determine that if the person were wearing a meter, how many minutes of detected TV exposure would have occurred while the person was in the same room as a TV and how many would have occurred while in a different room than the TV.

Author's Keywords:

Media, PPM, Set-Top Meter, Data Modeling, TV Ratings
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Association:
Name: American Association For Public Opinion Association
URL:
http://www.aapor.org


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MLA Citation:

Webb, Beth. and Reid, Jay. "Putting survey response data into context of everyday life: Data modeling with an electronic measurement system of media exposure" Paper presented at the annual meeting of the American Association For Public Opinion Association, Fontainebleau Resort, Miami Beach, FL, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p17052_index.html>

APA Citation:

Webb, B. and Reid, J. "Putting survey response data into context of everyday life: Data modeling with an electronic measurement system of media exposure" Paper presented at the annual meeting of the American Association For Public Opinion Association, Fontainebleau Resort, Miami Beach, FL <Not Available>. 2009-05-25 from http://www.allacademic.com/meta/p17052_index.html

Publication Type: Paper/Poster Proposal
Abstract: Arbitron has recently developed a new multi-media measurement method – called the Personal People Meter (PPM). Television ratings obtained using the PPM have been considerably higher than those measured by Nielsen Media Research’s (NMR) set-top diary. To further explore this ratings difference, Arbitron and Nielsen Media Research (NMR) placed stationary PPMs in 19 households that were already outfitted with TV set-top meters in order to monitor how often these PPM’s picked up exposure from TV’s in the same room versus a different room. Although it is currently unknown whether people using the diary/set-top system credit such instances as “watching or listening”, an audio-based measurement system would likely credit such instances. In order to know whether the higher PPM TV ratings are due to a difference in the definition of audience between the two measurement systems we must determine how much the PPM credits out-of-room TV exposure.

Since we did not know where the people were located when the TV’s were tuned, we cross-tabulated separate data sources to derive estimates of how likely people were in the same or different rooms as the TV’s. The data sources consisted of: a survey conducted with the household to determine what times they were usually away from home (e.g. at work or at school) and the NMR people meter data. Using this data, we assigned to each person in the household, their probability of being in each room of the household. These probabilities were overlaid onto the media detections of the stationary PPM’s in each room of the household to determine that if the person were wearing a meter, how many minutes of detected TV exposure would have occurred while the person was in the same room as a TV and how many would have occurred while in a different room than the TV.

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