Audio Council

Upcoming Meetings

OCTOBER 27, 2010 • 2:30–4:30PM EST

Radio in the Media Mix Model

Featured Speaker
Jim Spaeth – Founder Partner, Sequent Partners and Media Behavior Institute
TBA, Mediaedge:cia

Other speakers and details to be posted.

Previous Meetings

MAY 20, 2010

What Agency Planners Really Want from Local, Network and Online Radio

Building on last year's highly successful ARF Audio Council advertiser panel, come and hear what top agency planners want from radio for their clients. Bob McCurdy of Katz Marketing Solutions will moderate a not-to-be-missed panel focusing on issues such the advertiser perception of the medium, the role of radio/audio plays in a multi-media plan, how and where it fits in with the channel planning process, and the value of audio streaming within the overall mix.

Featured Panelists
Kathy Doyle – EVP, Director Local Broadcast, Universal McCann
Paul Hindle – Managing Partner, Mediacom Account Director
Bob McCurdy – President, Katz Marketing Solutions (moderator)
Elizabeth Murphy – Senior Partner Communications Strategy Director, MEC Global
Gail K. Stein – Client Communications Director, OMD

FEBRUARY 16, 2010

Audio & Digital Media Joint Council Session
Streaming: The Value of Internet Radio in the Media World

In a recent trade article, Jeff Haley, CEO of the RAB, listed streaming first when asked what new technologies would help radio in 2010. Join us for an exciting panel discussion about the present status and future possibilities of audio streaming, how to better understand streaming and how it is done, measured, evaluated, and sold, how clients are incorporating audio streaming into their media plans and the value of research in each of those areas. Speakers include Paul Krasinski from Ando Media, Robert Henrick from Arbitron, Marc Horine from ESPN, Maja Mijatovic from Horizon Media and Eric Ronning from TargetSpot.

DECEMBER 1, 2009

Neuromarketing: Importance of Emotional Engagement in Advertising

New developments in brain studies and neuroscience have validated the theory that people are emotional decision makers. The evolution of new media categories have dramatically increased our exposure to commercial messaging making it more important than ever to truly be “on message” and more importantly “on emotion.”

These studies have shown that when the messaging touches people emotionally - the message becomes more relevant to them which equates to a higher level of significance. The more significance they attach to a clients message the greater retention factor and the easier they can recall a product to mind when they have a need for it –thus, leading the “drive to purchase.”

Important new discoveries in this area have lead many major national advertisers to seek out guidance in the field of neuromarketing to better understand the minds of consumers and how they relate to an advertising message.

Our panelists presented 3 different methodologies used in gaining insights into the emotions, and case studies which demonstrate the impact of applying the results to maximize the overall effectiveness of the ad campaign.

Featured Speakers
Dan Hill – Founder and President, Sensory Logic
Annette Malave – VP National Marketing, Radio Advertising Bureau
Andrew Pohlman – Managing Partner, NeuroFocus

PRESENTATIONS AVAILABLE FOR ARF MEMBERS ON MY ARF

Combined Presentations:
Importance of Emotional Engagement in Advertising
Radio Ad Lab
Importance of Emotional Engagement in Advertising

OCTOBER 6, 2009

Value of a Representative Sample

The foundation for quality audience measurement is a sample frame and sample design that is representative of the population being measured. As important thereafter are strong contact and recruitment procedures that help to achieve targeted sample sizes and distributions and help to reduce the potential for bias, such as systematic non-response among important population groups. In many cases special techniques are used by research organizations – for example, enhanced contact strategies, incentive treatments, over-sampling and/or weighting models – to help ensure these plans are successful in maintaining representation. This ARF Audio Council panel discussed sample design and recruitment and the related quality attributes of the invited research organizations and the challenges facing these organizations as they develop, maintain, and improve their sampling methodologies.

PANEL CHAIR
George Ivie – Executive Director, Media Rating Council

PANELISTS
Robert Henrick, Arbitron
Bert Hambleton, Eastlan Ratings
Michael Link, Nielsen
Gregg Lindner, Scarborough

PRESENTATIONS AVAILABLE FOR ARF MEMBERS ON MY ARF

Combined Presentations

JULY 28, 2009

What do Advertisers Really Want from Radio?

What do soup, a wireless service and lawn care have in common?

Diane Whitehead, Director, National Retail Advertising, for Verizon Wireless wants to ensure the company's selling messages have the lift of a powerful medium. And she believes that Radio gives Verizon Wireless the immediacy and the intrusiveness to sell successfully, every time.

Bill Bayer, Senior Partner, Communications Strategy Director at Mediaedge:cia, believes that the quick reach build of Radio has made this vehicle a "must have" component of their Scotts Miracle-Gro media plans. And Doug Brand, Senior Brand Manager for Campbell’s Chunky Soup knows that when mom is thinking about what to serve her family, she turns to radio to inform her decisions.

So is it all rosy for radio? Is there more to learn-like how do we help make radio form an integral part of the media mix? You bet.

The British educator Mark Pattinson said that “research is always incomplete.”  At this Audio Council meeting, Arbitron and Nielsen discussed how they are addressing the challenges and opportunities of measuring and reporting radio listening.  

PRESENTATIONS AVAILABLE FOR ARF MEMBERS ON MY ARF

Combined Presentations:
How Radio Can Keep Advertisers Coming Back for More?
Triggered Radio: Ready, Aim, Fire!
Campbell’s Chunky Soup Case Study

MARCH 10, 2009

“New” and “Improved” Approaches To Making Radio Research Complete

The British educator Mark Pattinson said that “research is always incomplete.”  At this Audio Council meeting, Arbitron and Nielsen discussed how they are addressing the challenges and opportunities of measuring and reporting radio listening.  

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Meeting Notes
Arbitron Portable People Meter (PPM) Update
Nielsen Radio Ratings

DECEMBER 17, 2008

Challenges and Opportunities in Electronic Measurement

As audio moves towards new measurement solutions, this meeting focused both on the collection tool and on research methodology (i.e., the device, as well as the panel). We heard from Bill McKenna and Matt Reid from IMMI on their measurement of media and audio recognition process and experience. Warren Kurtzman from Coleman Insights presented their interviews with PPM panelists. Dr. Ed Cohen shared Arbitron’s perspective on the Coleman Study.

Download agenda »

PRESENTATIONS

The Gold Standard: Passive Portable Media Measurement (PDF, 1.7mb)

MARCH 4, 2008

Measuring Hispanic Radio Listening

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What do researchers already know about the Hispanic population in the U.S. that could inherently cause a survey bias in the measurement of radio usage?

What techniques have been successful in addressing these biases? Are some techniques more effective for use with radio measurement, versus TV, Print, Internet or other media?

Jim Forrest and Lou Lopez will join us to share how Synovate is addressing these issues.

PRESENTATIONS

Using Acculturation to Measure Hispanic Media Behavior (PDF, 1.1mb)

OCTOBER 30, 2007

Implementing a New Currency Methodology: Lessons Learned from Television

What are the lessons that radio can learn from TV about a change in currency methodology and its everyday impact on audience reporting? What issues do the next markets moving to PPM need to start thinking about today? What lessons can Philadelphia and Houston teach other markets about to move to PPM? What are the discussions we need to have with clients and how do we begin to have those?

SPEAKERS

Pat Ligouri – SVP, Research & Electronic Measurement, ABC! 
Tony Hereau – Arbitron PPM Implementation Team

PRESENTATIONS

Living with People Meters (PDF, 572kb)

Discussion: Key Findings from Philadelphia and Houston (PDF, 616kb)

OCTOBER 26, 2006

Radio Today and Audio Measurement Tomorrow

CHAIRED BY

Dr. Tom Evans

SPEAKERS

Arbitron Inc.
RAEL Radio Studies

APRIL 4, 2006

Electronic Measurement of Radio Listening

CHAIRED BY

Dr. Tom Evans

SPEAKERS

Arbitron Inc
Mediamark Research Inc
The Media Audit / Ipsos

Council Chairs

Dr. Thomas Evans – Vice President of Audio Research and Special Projects for ESPN, Inc.

Dr. Evans is responsible for providing strategic research support and guidance for ESPN’s emerging radio and digital audio businesses, for supervising new internal research projects as well as providing leadership for new industry initiatives, and for representing ESPN interests within the industry.

Dr. Evans graduated from Austin College, received graduate degrees from Harvard University and Syracuse University, and completed post-graduate work at Harvard University, as well as studied research methods and statistics at Columbia University.

His thirty-year research career has included working for the Southwest Center for Urban Research, the Institute for Urban Studies, NBC, Westwood One, Arbitron, Nielsen Media Research, and ABC. Dr. Evans’ diverse research experience has included studying personalizing higher education for the Governor of Texas and researching the efforts of U.S. industry in the 1970s to move toward peace priorities for Senator Edward Kennedy. For two years, Dr. Evans took safaris throughout Kenya to interview scattered groups of hunters/gatherers regarding their economic transition to pastoralism and agriculture. During this time, he lived in a house of ill repute, which served as his base of operations.

Dr. Evans has served on various industry research boards, committees, and organizations. He has just completed serving two terms on the ARF Board of Directors and served on the ARF Cross Media Task Force. He is presently chair of the ARF Audio Council, co-chairing the ARF Diversity Committee, and co-chairing the Define Quality Committee of the ARF Online Research Quality Council. He also is on the Editorial Review Board of the Journal of Advertising Research.  Dr. Evans has chaired the Media Rating Council (twice), the Network Radio Research Council (twice), the New York Radio & TV Research Committee, and the Radio Advertising Bureau GOALS Committee. He has been on the Research Advisory Board of the Interactive Advertising Bureau and several committees of the Online Publishers Association. Dr. Evans serves on the Nielsen A2/M2 Client Advisory Committee for Internet Integration. In 2007, he was awarded the Hugh Malcolm Beville, Jr. Award by the National Association of Broadcasters and the Broadcast Education Association for his outstanding contributions to the field of broadcast audience research. He is also a Data Shaping Certified Analyst.

In his spare time, Dr. Evans likes to sail on the Hudson River and to travel at least once a year to Paris with his wife and college-aged son.
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Kim Vasey – Senior Partner, Director of Radio, Mediaedge:cia

Lorraine Hadfield – Managing Director, Global Radio Audience Measurement, The Nielsen Company

Lorraine’s role is predominantly a strategic one and is tasked to expand Nielsen’s measurement of Radio, globally.

Lorraine led the Nielsen team that was awarded the US radio contract for 51 market ratings measurement by Cumulus and Clear Channel Radio in November, 2008 and is responsible for the commercialization of this service.

Lorraine also works closely with Nielsen’s Anytime Anywhere Media Measurement (A2/M2) team at its Global Technology and Information Centre in Florida.

Previously, Lorraine managed the Nielsen Monitor- Plus Advertising Intelligence and Nielsen Media Canadian businesses out of New York and was Managing Director, Nielsen South Africa, which included the media unit which has continued to provide the South African Advertising Research Foundation (SAARF) all media currency research, including Radio, Television and Print, for more than 30 years.

Prior to joining Nielsen, Lorraine had an auspicious career in media management, consumer product marketing and advertising. She was General Manager of News Talk Radio 702, South Africa’s leading commercial talk station and before that, Marketing Director for Pillsbury Brands South Africa.

Lorraine is based in New York and is a board member of BBMNielsen, a JV formed to measure Television ratings in Canada.

Lorraine is a graduate of the University of Natal in Durban, South Africa.