Arbitron, Entravision study joint TV, radio buying


They’ve unveiled the results of a pilot test on the impact of selling advertising on Entravision’s TV and radio stations in Denver. The results show using both television and radio in an ad campaign is an effective way of increasing audience reach, delivering near primetime audience levels throughout the day. The study used Arbitron’s PPM ratings and monitored Entravision’s KCEC-TV Univision, KTFD-TV TeleFutura, KXPK-FM, KJMN-FM and KMXA-AM.  The findings are based on data collected from 1,274 panelists from 8/19/10 to 9/15/10. 

Key findings:
• The usage patterns of television and radio complement each other, with radio delivering high daytime ratings and television delivering at night.
• From 6:00 AM to 4:00 PM, radio delivers 70% to 80% of the combined television/radio audience; television delivers 80% of the audience from 7:00 PM to 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.

This is the first time that both TV and radio audiences have been captured by a single electronic panel. Reflected are patterns throughout the day that are logical and consistent with expectations. It is also clear that among these properties, the usage of TV and radio complement each other.
• Telefutura has the strongest Spanish-viewing levels during the day.
• Univision leads in primetime.
• Jose is the top Spanish station in midday.
• Tricolor leads in morning drive.
• The combined radio levels from the two radio stations are two to three times the Univision TV daytime levels.

This is another look at the complementary relationship between the Entravision-owned TV and radio stations for advertisers. A radio/TV campaign offers the opportunity to reach an audience when the other medium’s usage is lower.
• 70 to 80% of the audience can be found on radio from 6AM-4PM
• 80% of the audience is found on TV from primetime to midnight.

There is a long-held belief that radio is the frequency medium and TV is the reach medium. Instead, this study revealed that the high rating found on radio is coming not just from loyal audiences, but by an average quarter-hour, driven by sizeable cume audiences (or simply, a large number of individual people). In summary, each medium is capable of strong reach, and a TV-plus-radio campaign attains reach levels that may have been discounted in the past, said the study.

Advertisers buying both media are receiving near-primetime reach all day long. This chart replicates an advertiser with presence on Univision in Denver in each daypart. By buying the radio station, Tricolor, with a schedule airing from 3PM-7PM, this advertiser is achieving primetime reach nearly everywhere.

The study’s conclusions:
• Radio together with TV can bring advertisers primetime-audience levels throughout the entire day.
• Using both TV and radio in an advertising campaign is extremely effective in increasing both reach and frequency. Reach goes up because each medium has a unique audience and frequency build due to increased spots and duplication.
• Light users of one medium can be heavy users of another, and vice versa, thus extending reach to a new audience—one that may be qualitatively different than the audience targeted with a single medium.
• Radio plus TV can increase reach dramatically, while improving cost CPM.