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Arbitron Book Breakout-Sample

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This document contains data from the Northern Virginia Metro Region Arbitron Spring 2011 survey. It includes information on diary returns, population, respondent demographics, station listenership levels and trends, and rankings for several radio stations in the market. Key data points include WXYZ experiencing large increases in listenership among women 25-54 and adults 25-54. WIFC and WZED attract younger audiences than the overall market median age. The document also shows rankings for stations among various demographics.

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Northern Virginia Metro RegionArbitron Spring 2011TopLine Matters
Spring 2011 SurveyMarch 31-June 22
Diary ReturnsTOTAL IN-TABGOAL
Cell Phone Only SampleCPO IN-TABTOTAL DIARIESCELL PHONE ONLY16%16%16%13%
Metro Population SP11
In-Tab vs. Metro Pop
Diary Respondent Age Cell SP11
Ethnic Composition
Northern Virginia Market
Northern Virginia Market
Phase Returns Phase ONEPhase THREEPhase TWO39%33%28%(3) Four-Week PhasesTotal of 12 Weeks
Gender Makeup49% FEMALE51% MALE43% work full-time
14% work part-time
43% did not workDiary Mentions SP11
WXYZ IN-TABWXYZ PHASES
WXYZ TREND
Arbitron Book Breakout-Sample
COMPETITION
WIFC IN-TABWIFC PHASES
WIFC TREND
WIFC AGE CELL TREND
WZED IN-TABWZED PHASES
WZED TREND
WZED AGE CELL TREND
WSPT IN-TABWSPT PHASES
WSPT GENDER/COUNTY
WSPT AGE CELL
WOZZ IN-TABWOZZ PHASES
WOZZ GENDER/COUNTY
WOZZ AGE CELL
Comments Section
Arbitron Book Breakout-Sample
Arbitron Book Breakout-Sample
Arbitron Book Breakout-Sample
Arbitron Book Breakout-Sample
Arbitron Book Breakout-Sample
Market DuplicationNorthern Virginia Arbitron; SP11/FA10; Metro; P12+; M-SU 6A-12M; % Duplicated Audience
It¡¯s All About Listener Loyalty!TGR Media Attracts ListenersWho Don¡¯t Listen Anywhere Else!Northern Virginia Arbitron; SP11/FA10; Metro; A25-54 and W25-54; M-Su 6a-12m; Exclusive Listeners (Cume)
WXYZ Experiences MeteoricRise with 25-54 ListenershipM-F 6A-7P!Women 25-54Listenership UP87%!Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
John and PJ Ratings on theRise During Weekday Morning Drive!Women 25-54Listenership UP62%!Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-10A; Trend Comparison Survey to Survey; WXYZ-FM
Middays are Moving UPOn WXYZ During Weekdays10A-3P!Women 25-54Listenership UP176%!Northern Virginia Arbitron; Metro; Various Demos; M-F 10A-3P; Trend Comparison Survey to Survey; WXYZ-FM
PM Drive On the RiseOn WXYZ During Weekdays3P-7P!Women 25-54Listenership UP119%!Northern Virginia Arbitron; Metro; Various Demos; M-F 3P-7P; Trend Comparison Survey to Survey; WXYZ-FM
Reaching New HighsWith Adults 25-54 DuringWeekday Prime 6A-7PIncrease of 115%Year Over Year!Northern Virginia Arbitron; Metro; A25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
Reaching New HighsWith Women 25-54 DuringWeekday Prime 6A-7PIncrease of 87%Year Over Year!Northern Virginia Arbitron; Metro; W25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
Reaching New HighsWith Men 25-54 DuringWeekday Prime 6A-7PIncrease of 152%Year Over Year!Northern Virginia Arbitron; Metro; M25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
Market Median AgeTGR Delivery Facts:All FOUR TGR Media Stations Mirror the Metro!
WIFC is 15 Years Younger than the Market!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age
Market Median AgeTGR Delivery Facts:WZED is 10 Years YOUNGER than the Market
WXYZ Delivers the Market Median Age!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age
John and PJ Are Getting YOUNGEREvery Day¨CMedian Age Trend M-F 6A-10AWXYZ is Getting YOUNGEREvery Day¨CMedian Age Trend M-F 6A-7PNorthern Virginia Arbitron; Survey Comparison of WXYZ Median Age Composition; M-F 6A-10 and M-F 6A-7P; Median Age
The TGR Advantage in DeliveringThe Metro Area¡¯s A25-54 ListenerTGR Media Delivers a HigherComposition of A25-54 Than the Market!Northern Virginia Arbitron; SP11/FA10; Metro; A12+; M-SU 6A-12M; Weekly Cume Composition %; TGR Media Vs. Market
On the RISE withListeners of Every Age!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share
On the RISE withAdults 25-54!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A25-54; M-SU 6A-12M; WXYZ-FM; AQH Share
On the RISE withAdults 18-49THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A18-49; M-SU 6A-12M; WXYZ-FM; AQH Share
On the RISE withWomen 25-54!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; W25-54¡¯ M-SU 6A-12M; WXYZ-FM; AQH Share
The Metro¡¯s FavoriteCountry Station Y96.8FMAchieves Top Rank in Metro!Top Tier PerformanceIn Every Age Cell!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share Rank
Arbitron Spring 2011Results are In! Top Tier with Women 25-54Source: Northern Virginia Arbitron; Metro; SP11/FA10; W25-54; M-SU 6A-12M; AQH Share Rank
Arbitron SP11/FA10Results are In! Highest Share Delivery with Listeners!Source: Northern Virginia Arbitron; Metro; SP11/FA10; Various Demos; M-SU 6A-12M; WXYZ-FM; AQH Share Rank
Y96.8 Adult35+Listener ProfileDelivering a Highly Targeted Listener With Tremendous Buying Power!37% Male63% FemaleSuper Serving an Upscale Adult AudienceAnnual Household IncomeListener Quality:50% Employed Full-Time
14% Employed Part-Time
34% Attended Some College
89% Own a HomeNorthern Virginia Arbitron; Spring 2011Metro; A35+; Qualitative Profile; WXYZ-FM
WXYZ Is Top TierWith Adults 25-54During Morning Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-10A; Cume Persons
WXYZ Is Top 3With Adults 25-54During Afternoon Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 3P-7P; Cume Persons
WXYZ Is Top TierWith Adults 25-54During The Work Week!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-7P; Cume Persons

More Related Content

Arbitron Book Breakout-Sample

  • 1. Northern Virginia Metro RegionArbitron Spring 2011TopLine Matters
  • 4. Cell Phone Only SampleCPO IN-TABTOTAL DIARIESCELL PHONE ONLY16%16%16%13%
  • 11. Phase Returns Phase ONEPhase THREEPhase TWO39%33%28%(3) Four-Week PhasesTotal of 12 Weeks
  • 12. Gender Makeup49% FEMALE51% MALE43% work full-time
  • 14. 43% did not workDiary Mentions SP11
  • 37. Market DuplicationNorthern Virginia Arbitron; SP11/FA10; Metro; P12+; M-SU 6A-12M; % Duplicated Audience
  • 38. It¡¯s All About Listener Loyalty!TGR Media Attracts ListenersWho Don¡¯t Listen Anywhere Else!Northern Virginia Arbitron; SP11/FA10; Metro; A25-54 and W25-54; M-Su 6a-12m; Exclusive Listeners (Cume)
  • 39. WXYZ Experiences MeteoricRise with 25-54 ListenershipM-F 6A-7P!Women 25-54Listenership UP87%!Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
  • 40. John and PJ Ratings on theRise During Weekday Morning Drive!Women 25-54Listenership UP62%!Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-10A; Trend Comparison Survey to Survey; WXYZ-FM
  • 41. Middays are Moving UPOn WXYZ During Weekdays10A-3P!Women 25-54Listenership UP176%!Northern Virginia Arbitron; Metro; Various Demos; M-F 10A-3P; Trend Comparison Survey to Survey; WXYZ-FM
  • 42. PM Drive On the RiseOn WXYZ During Weekdays3P-7P!Women 25-54Listenership UP119%!Northern Virginia Arbitron; Metro; Various Demos; M-F 3P-7P; Trend Comparison Survey to Survey; WXYZ-FM
  • 43. Reaching New HighsWith Adults 25-54 DuringWeekday Prime 6A-7PIncrease of 115%Year Over Year!Northern Virginia Arbitron; Metro; A25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
  • 44. Reaching New HighsWith Women 25-54 DuringWeekday Prime 6A-7PIncrease of 87%Year Over Year!Northern Virginia Arbitron; Metro; W25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
  • 45. Reaching New HighsWith Men 25-54 DuringWeekday Prime 6A-7PIncrease of 152%Year Over Year!Northern Virginia Arbitron; Metro; M25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM
  • 46. Market Median AgeTGR Delivery Facts:All FOUR TGR Media Stations Mirror the Metro!
  • 47. WIFC is 15 Years Younger than the Market!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age
  • 48. Market Median AgeTGR Delivery Facts:WZED is 10 Years YOUNGER than the Market
  • 49. WXYZ Delivers the Market Median Age!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age
  • 50. John and PJ Are Getting YOUNGEREvery Day¨CMedian Age Trend M-F 6A-10AWXYZ is Getting YOUNGEREvery Day¨CMedian Age Trend M-F 6A-7PNorthern Virginia Arbitron; Survey Comparison of WXYZ Median Age Composition; M-F 6A-10 and M-F 6A-7P; Median Age
  • 51. The TGR Advantage in DeliveringThe Metro Area¡¯s A25-54 ListenerTGR Media Delivers a HigherComposition of A25-54 Than the Market!Northern Virginia Arbitron; SP11/FA10; Metro; A12+; M-SU 6A-12M; Weekly Cume Composition %; TGR Media Vs. Market
  • 52. On the RISE withListeners of Every Age!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share
  • 53. On the RISE withAdults 25-54!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A25-54; M-SU 6A-12M; WXYZ-FM; AQH Share
  • 54. On the RISE withAdults 18-49THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A18-49; M-SU 6A-12M; WXYZ-FM; AQH Share
  • 55. On the RISE withWomen 25-54!THE RESULTS ARE IN!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; W25-54¡¯ M-SU 6A-12M; WXYZ-FM; AQH Share
  • 56. The Metro¡¯s FavoriteCountry Station Y96.8FMAchieves Top Rank in Metro!Top Tier PerformanceIn Every Age Cell!Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share Rank
  • 57. Arbitron Spring 2011Results are In! Top Tier with Women 25-54Source: Northern Virginia Arbitron; Metro; SP11/FA10; W25-54; M-SU 6A-12M; AQH Share Rank
  • 58. Arbitron SP11/FA10Results are In! Highest Share Delivery with Listeners!Source: Northern Virginia Arbitron; Metro; SP11/FA10; Various Demos; M-SU 6A-12M; WXYZ-FM; AQH Share Rank
  • 59. Y96.8 Adult35+Listener ProfileDelivering a Highly Targeted Listener With Tremendous Buying Power!37% Male63% FemaleSuper Serving an Upscale Adult AudienceAnnual Household IncomeListener Quality:50% Employed Full-Time
  • 61. 34% Attended Some College
  • 62. 89% Own a HomeNorthern Virginia Arbitron; Spring 2011Metro; A35+; Qualitative Profile; WXYZ-FM
  • 63. WXYZ Is Top TierWith Adults 25-54During Morning Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-10A; Cume Persons
  • 64. WXYZ Is Top 3With Adults 25-54During Afternoon Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 3P-7P; Cume Persons
  • 65. WXYZ Is Top TierWith Adults 25-54During The Work Week!Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-7P; Cume Persons
  • 66. WXYZ Is Top 3With Women 25-54All Week Long!Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-SU 6A-12M; Cume Persons
  • 67. WXYZ Is #3With Women 25-54During Morning Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-10A; Cume Persons
  • 68. WXYZ Is Top TierWith Women 25-54During Mid-Days!Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 10A-3P; Cume Persons
  • 69. WXYZ Is Top 3With Women 25-54During Afternoon Drive!Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 3P-7P; Cume Persons
  • 70. WXYZ Is #3With Women 25-54During The Work Week!Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-7P; Cume Persons
  • 71. Thank You!Tracy T GilliamTopLine MattersWashington, DCtracy@toplinematters.com