And the Results are in: PPM!

[wkrpfm]

New info on how the PPM is going to change things for radio...my sources tell me that the biggest Top 40 audiences are NOT in mornings...although mornings do well, Middays has MORE listening than diaries report, afternoons are BIGGER and so are NIGHTS..which means that pay for these other shifts will come UP and mornings will slide! Also revealed: most of the tune-in is NOT at the Top of the hour as diary indicates..ahh, the power of technology.

 

[guidorocca]

> New info on how the PPM is going to change things for
> radio...my sources tell me that the biggest Top 40 audiences
> are NOT in mornings...although mornings do well, Middays has
> MORE listening than diaries report, afternoons are BIGGER
> and so are NIGHTS..which means that pay for these other
> shifts will come UP and mornings will slide! Also revealed:
> most of the tune-in is NOT at the Top of the hour as diary
> indicates..ahh, the power of technology.
>
WOW!!!!
Thank God for your discovery....That's something that EVERYONE in radio has missed...You mean Arbitron is not 100% correct and perhaps other dayparts aside from mornings have big audiences. What next?? Don't tell me that 12 in a row or always 18 jams will not guarentee a 50 share and I suppose that you expect me to believe that people listen for things other than a movie pass or a t shirt...My God...WHAT WILL THEY COME UP WITH NEXT...Thank you for something people in radio NEVER knew...duh

 

[FMRadio1]

Look, I find it interesting that the major broadcast companies have been hesitant to embrace the PPM. It's been in development for years. It's already being used extensively in Europe to monitor radio and TV exposure. The fact is, the PPM will radically change how ratings are gathered and we'll finally find out how listeners actually use the radio.

It's not a sexy subject on radio boards but the effect of PPM on how programming will be presented in the future is something that will be. Right now radio is programmed to cater to the diary system. Big morning shows, scheduling music to capture more "quarter hours," buried syndication shows, cross daypart promotions and other benchmarks will be blown out of the water by the PPM. And that's scaring the hell out of radio executives.

Think about it. What if after a year of PPM ratings the industry finds out that morning drive is not that important anymore? That's huge! Or how about this scenario...A 21 year old guy who "religiously" listens to WCCC on his own time works in an office that has the radio tuned to TIC-FM. He takes a couple of hours off to get his teeth cleaned and winds up listening to WRCH in the dentist chair. Then later that night he picks up his girlfriend for a date and she turns the station in his truck to Kiss or Hot for the evening. The PPM would pick up all of this. If this guy was to get a diary, he'd probably write down WCCC for most to all of his listening that day. How much effect would this have on the ratings of all the stations involved--just for this one listener? A LOT! Multiply that by all of the PPM users in a market and you have the potential to really change the landscape of station popularity and usage.

--Mike Thomas



> WOW!!!!
> Thank God for your discovery....That's something that
> EVERYONE in radio has missed...You mean Arbitron is not 100%
> correct and perhaps other dayparts aside from mornings have
> big audiences. What next?? Don't tell me that 12 in a row or
> always 18 jams will not guarentee a 50 share and I suppose
> that you expect me to believe that people listen for things
> other than a movie pass or a t shirt...My God...WHAT WILL
> THEY COME UP WITH NEXT...Thank you for something people in
> radio NEVER knew...duh
>