EARS® Music Mix Test Example        

The following examples display some Videographic and comparative output from an EARS® Music Mix Test conducted as part of a 525-title Library Test. All EARS® Music Mix Tests include a synchronized VHS-format videotape or CD-ROM and “hard copy” graphs displaying the moment-to-moment evaluations of the test material.

Videographic Excerpt - The Videograph excerpt below demonstrates the response pattern to a 13-song, 2-minute Music Mix broken out by client P-1s and P-2s. The beginning and end point of each individual song is marked with a vertical line and is labeled to correspond to the log above the Videograph. The log details the title and artist for each song in the mix, as well as the Ending Time-Point Average (ETA) on the “1-to-9” listenership scale (with a guideline for interpretation included below the Videograph).


Music Mix 1
(Ending Time-Point Averages [ETA])

   
ETA:
       ETA:       
SONG TITLE/ARTIST
Total
P-1
P-2
1. Song #1
6.4
6.7
5.7
2. Song #2
6.6
7.0
5.7
3. Song #3
6.8
7.0
6.3
4. Song #4
6.3
6.4
5.9
5. Song #5
6.3
6.7
5.0
6. Song #6
7.0
7.1
6.8
7. Song #7
5.8
6.0
5.1
8. Song #8
6.3
6.4
5.8
9. Song #9
7.1
7.1
7.2
10. Song #10
6.2
6.6
5.2
11. Song #11
6.6
7.0
5.5
12. Song #12
6.4
6.6
5.9
13. Song #13
6.4
6.7
5.7
 
MUSIC MIX TIME-POINT AVERAGE
6.5
6.7
5.9


Videographic Appeal Guidelines:
7.0 or higher
6.0 - 6.9
5.0 - 5.9
4.0 - 4.9
3.9 or below		 Very Appealing
Appealing
Listenable
Negative
Very Negative


Videographic Analysis - Overall, Music Mix 1 tested in the appealing range (with a 6.5 Time-Point Average score). It tested much higher station P-1s (6.7) as compared to a “listenable” 5.9 Time-Point Average among P-2s. In fact, of the 13 titles tested in Music Mix 1, ten were only rated as listenable by P-2s. On the other hand, P-1s considered all 13 titles very appealing (5) or appealing (8). The highest testing song, regardless of client station listenership, was Song 9 (7.1). Overall, of the 13 songs in this mix, nine tested very high and one “negative” (Song 7). Seven songs generated tune-in appeal, three songs caused tune-out and three songs were mixed (tune-in among P-1s but tune-out among P-2s, or vice-versa).





Comparative Music Mix Average Time-Point
Evaluations by Demographic

 
Total
Listenership
Men
Women
20-29
30-39
Daily
(P-1)
Weekly
(P-2)
Music Mix 3 7.1 7.4 6.3 7.0 7.2 7.2 7.0
Music Mix 4 6.9 7.2 6.2 6.8 7.0 7.0 6.8
Music Mix 2 6.6 6.9 5.8 6.6 6.6 6.6 6.5
Music Mix 1 6.5 6.7 5.9 6.4 6.5 6.5 6.5
Music Mix Average 6.8 7.1 6.1 6.7 6.8 6.8 6.7


Comparative Music Mix Average Time-Point Evaluations by Demographic - Of the four music mixes evaluated, Music Mix 3 was highest testing, achieving a very appealing 7.1 Time-Point Average score. It was highest testing regardless of demographic sub-group, with a very strong 7.4 appeal score among client station P-1s. Music Mix 4 was a close second (6.9). Both Music Mix 3 and 4 were more highly appealing to women and 20 to 29 year-olds. The two other examples - Music Mix 2 (6.6) and Music Mix 1 (6.5) - tested in the middle of the appealing range, with few differences based on gender or age. Music Mix 2 (5.8) and Music Mix 1 (5.9) were only rated as “listenable” by station P-2s. The overall Time-Point Average for all four music mixes was 6.8, at the high end of the “appealing” listenership scale.


Copyright by FMR Associates, Inc. 2003