Welcome to Arbitron’s evaluation of CARE Media Holdings Corp (“CARE Media”). CARE
Media is a place-based provider of digital video education programming for pediatric, OB/GYN
and veterinary office waiting rooms. To better serve its advertisers and the medical community,
CARE Media commissioned Arbitron to provide estimates of its monthly and weekly audience
and to evaluate its overall advertising effectiveness. The following study investigates CARE
Media programming awareness and engagement, audience composition and frequency of visits; it
also looks at advertising recall, as well as shopping patterns after CARE Media programming
exposure.
About CARE Media Holdings Corp*
CARE Media Holdings Corp, through its brands PetCARE TV, KidCARE TV, and now Women’s
HealthCARE TV, produces and delivers advertiser-supported educational programming to millions of consumers through veterinary,
pediatric and OB/GYN offices throughout North America.
The captive audience networks broadcast short informational video s
egments interspersed with relevant advertising at point-of-care, educating patients and caregivers on pertinent healthcare issues
and encouraging viewer/physician discussion during the examination.
Patients wait an average of more than quarter of an hour
in the reception area before an exam, and doctors are increasingly concerned about providing reliable and valuable information
to pass the time. CARE Media Holdings Corp bridges the gap of wait time using new high-definition digital
media to air its content, which is all written and approved by doctors. PetCARE TV offers directto-
consumer television programming to nearly 5,000 subscribing veterinary hospitals and clinics,
while KidCARE TV, launched in October 2007, operates in more than 2,500 pediatric practices.
Women’s HealthCARE TV is the latest addition to the network, scheduled for delivery to over
1,000 women’s clinics by summer 2009.
Subscribing practices receive the most up-to-date content and accountability via streaming
broadband; thus, advertisers can target their niche market any time of the day, at any given
location. The three brands also produce educational DVDs for doctors to give patients for athome
viewing, providing an intimate one-on-one relationship with a captive audience to develop
brand awareness.
For more information visit www.petcaretv.com, www.kidcaretv.com and
www.womenshealthcaretv.com.
*Information in this section of the report was provided by CARE Media Holdings Corp.
Arbitron Evaluation of CARE Media Holdings Corp: 2
Audience Estimates and Advertising Effectiveness Study⎯April 2009
Methodology
CARE Media first commissioned Arbitron to provide audience estimates and evaluate advertising
effectiveness of their KidCARE TV network in 2008. In 2009, they were not only interested in
updated metrics for KidCARE TV, but also in audience estimates and advertising effectiveness
data for their two other networks, Women’s HealthCARE TV and PetCARE TV.
Arbitron survey staff conducted interviews at a total of 76 healthcare offices that feature CARE
Media programming. Tally counts occurred on-site at offices in the Women’s HealthCARE TV
and PetCARE TV networks. A stratified random selection process was used to determine the
offices in which to conduct surveys and tally visitors. Based on the number of weekly patient
visits reported by CARE Media, offices were stratified into three groups or strata for each
network. Interviews and/or tallies took place in April 2009 across a sampling of office hours
during two or three randomly selected days per network.
Advertising Effectiveness Survey
Arbitron survey staff approached people who appeared to be 18 years of age or older as they
exited the healthcare office and asked them to participate in a survey. A $2 cash incentive was
offered for completing the survey. A total of 1,389 interviews were completed. Response rates
averaged around 30%.
After the data collection was completed, the survey responses were weighted within each network
to account for non-response within stratum and demographic group as well as the stratified
sample design. The survey responses thereby represent the population of all adults (persons aged
18 or older) who visit offices in the CARE Media network.
Network Audience Estimates
For the Women’s HealthCARE TV and PetCARE TV networks, Arbitron’s on-site survey staff
tallied the number of adults who exited the respective healthcare offices. Based on observations
of the staff, the gender, approximate age and racial appearance of each adult also were recorded.
The final tallies were extrapolated to all office hours and then weighted to account for the
stratified random selection design within network.
As for KidCARE, the audience estimates were based on a statistical model using the 2008
Arbitron tallies, the 2008 and 2009 weekly patient counts provided by the network for all offices,
and the demographic data from the 2009 interviews. Because the relationship between the tallies
and the weekly patient counts in 2008 was considerably strong and updated demographic
distributions were available, modeling was possible.
The weighting of the tally counts and the statistical modeling resulted in audience estimates
representing the population of all adults who visit offices in the CARE Media network.
Case Studies
