Take-aways from a Philadelphia/Houston PPM data analysis presented by my associates Mike McVay and Daniel Anstandig at Arbitron's recent Consultant Fly-In conference:
When Arbitron's Portable People Meter measures your audience, “your AC station will have more men than you ever thought possible," Mike predicted, "so make your station ‘ALL-inclusive.’”
Also:
** Morning TV continues to erode morning listening to radio. “Be more [like The] ‘Today Show.’”
** The 9AM hour – when at-work listeners tune-in -- is “the real morning drive” to some AC stations.
** Spikes in listening to special events offer measurable sponsorship opportunities…BUT…
** “Be careful about blowing up your brand for specialty programming on weekends.”
** “Listening appointments” are real important. Diarykeepers round-up. TSL-per-occasion-of-listening is lower in PPM.
** Despite conventional wisdom, Adult Contemporary “TSL is horizontal, not vertical.” (And this is VERY true for News/Talk.)
** “Execute details flawlessly.” A 4-minute Houston stopset lost very little listening, because the DJ teased-ahead well.
** Call letter/dial position imaging remains important. “Coca-Cola gets Scantron data, but still needs supermarket end caps.”On Monday,
And possibly-the-most-useful demonstration of the importance of those last two points came in a playback of PPM data from a COUNTRY battle...
On September 10, Country music star Kenny Chesney visited two Houston FMs.
One plays 8 commercials per hour; the other plays 15.
Advantage: the-station-with-fewer-spots, right?
WRONG.
And advantage also to the-station-that-got-Kenny-in-studio-first, right?
Not necessarily.
Playing aircheck clips, and comparing minute-by-minute PPM listening data, Albright & O’Malley’s Jaye Albright demonstrated the EXTREME value of DJ technique, at Arbitron's recent Consultant Fly-In conference.
Also from our two-day camp-out at Arbitron HQ in Columbia MD
** Sean Hannity explained why he, himself -- not his network -- writes the check every month for PPM data crunching.
** Why your TV spots aren't working.
** How to INSTANTLY goose results from your direct mail.
My notes: http://hollandcooke.com/08January.pdf
HAPPY NEW YEAR,
HC
www.HollandCooke.com
When Arbitron's Portable People Meter measures your audience, “your AC station will have more men than you ever thought possible," Mike predicted, "so make your station ‘ALL-inclusive.’”
Also:
** Morning TV continues to erode morning listening to radio. “Be more [like The] ‘Today Show.’”
** The 9AM hour – when at-work listeners tune-in -- is “the real morning drive” to some AC stations.
** Spikes in listening to special events offer measurable sponsorship opportunities…BUT…
** “Be careful about blowing up your brand for specialty programming on weekends.”
** “Listening appointments” are real important. Diarykeepers round-up. TSL-per-occasion-of-listening is lower in PPM.
** Despite conventional wisdom, Adult Contemporary “TSL is horizontal, not vertical.” (And this is VERY true for News/Talk.)
** “Execute details flawlessly.” A 4-minute Houston stopset lost very little listening, because the DJ teased-ahead well.
** Call letter/dial position imaging remains important. “Coca-Cola gets Scantron data, but still needs supermarket end caps.”On Monday,
And possibly-the-most-useful demonstration of the importance of those last two points came in a playback of PPM data from a COUNTRY battle...
On September 10, Country music star Kenny Chesney visited two Houston FMs.
One plays 8 commercials per hour; the other plays 15.
Advantage: the-station-with-fewer-spots, right?
WRONG.
And advantage also to the-station-that-got-Kenny-in-studio-first, right?
Not necessarily.
Playing aircheck clips, and comparing minute-by-minute PPM listening data, Albright & O’Malley’s Jaye Albright demonstrated the EXTREME value of DJ technique, at Arbitron's recent Consultant Fly-In conference.
Also from our two-day camp-out at Arbitron HQ in Columbia MD
** Sean Hannity explained why he, himself -- not his network -- writes the check every month for PPM data crunching.
** Why your TV spots aren't working.
** How to INSTANTLY goose results from your direct mail.
My notes: http://hollandcooke.com/08January.pdf
HAPPY NEW YEAR,
HC
www.HollandCooke.com