Ad Agencies LOVE the PPM!

[And Awaayy We Go!!]

Finally, we get far, far closer to the truth of who is really listening and when without twisting and distorting and tweaking and adjusting. We've never been this close to the truth before, and the people I know in the advertising business are having parties over it. Way to go, Arbitron!

 

[michaelshiloh]

"Without tweaking and adjusting?" That's funny. When the People Meter first came out in Houston, there was a whole new lineup of top-ten stations, perhaps reflecting the true tastes of Southeast Texas. Since then, Arbitron has been working to "weight" the stats so they more resemble the results the diaries provided and the clients demand. Now the New PPM top-ten looks like the Old Diary top ten. So your point is...?

Now I hold my breath for the fictional David Edwerdo to throw in his fitty-cents.

 

[Kabrich]

Finally, we get far, far closer to the truth of who is really listening and when without twisting and distorting and tweaking and adjusting. We've never been this close to the truth before, and the people I know in the advertising business are having parties over it. Way to go, Arbitron!

Please.....you were laid off from an East Coast Clear Channel market 6 months ago that will not have PPM coming to it for years.... And why were you laid off? Perhaps so Clear Channel could pay 3.6% of its revenue to Arbitron for the PPM instead of 2.0%.

The people in the Advertising Business you know are having parties?

We can probably count them on 1 hand.

 

[whatever39]

The sad truth is that while the actual data is more accurate, the sample size has shrunk to miniscule proportion, a mere 2000 households to measure nearly six million people. Arbitron sites the expense of equiping and maintaining this panel and continually drives the car into the wall with reporting snafus. Lets not forget the 12 stations that were caveated out existence for a year with the .05 rating cut off. Philly has experienced grave revenue shortfall and Houston is spiralling as well. I work with the advertising agencies and for the most part I have to remind them that we are a PPM market so our CPP is double due to increased CUME and decreased TSL. This makes Houston a real challenge to buy and makes radio a reach vehicle rather than a frequency medium as previously described. I am pretty sure that Ad Agencies DO NOT LOVE the PPM but if Arbitron could get it right by investing in their product we would have a more accurate reflection than the diaries

 

[davideduardo]

The sad truth is that while the actual data is more accurate, the sample size has shrunk to miniscule proportion, a mere 2000 households to measure nearly six million people.

It's not even 2000 persons, let alone households. For the last weekly, the daily in.tab was 1278 meters.

And, until the sample is proportional on all demographic (age, sex, ethnic and language) cells, the data is not more accurate. It is significantly less accurate.

Arbitron sites the expense of equiping and maintaining this panel and continually drives the car into the wall with reporting snafus. Lets not forget the 12 stations that were caveated out existence for a year with the .05 rating cut off.

There are dozens of staitons that have "numbers" that do not show in the diary method, also. That's just a decision of where you stop reporting because the numbers are too low to be reliable. Any staiton with a 0.05 rating is not going to sell on numbers, anyway.

Philly has experienced grave revenue shortfall and Houston is spiralling as well. I work with the advertising agencies and for the most part I have to remind them that we are a PPM market so our CPP is double due to increased CUME and decreased TSL.

Of course, that is not the whole reason. The PPM shows average listening levels around 11 to 12 hours per person per week, while the diary showed 17 to 19 hours. Ratings, and thus CPP, is off because the PPM shows roughly 40% less listening to radio.

 

[kendro]

Dumb question but just how many active listeners does Arbitron state their are in the Houston-Galveston market?

 

[davideduardo]

Dumb question but just how many active listeners does Arbitron state their are in the Houston-Galveston market?

You get a meter even if you don't use radio regularly or at all. Listening is not a requirement.

There are 4,632,000 persons 12+ in the market.