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Diary and PPM
- Thread starter WNTIRadio
- Start date
WNTIRadio said:
While Morris County is part of the New York PPM market, it is also, separately, a condensed diary market.
That means that there is a proportional part of the PPM sample in Morris County, with only about 2% of the PPM sample, that is not enough to do a breakout/embedded PPM market report. So they do a separate diary based survey two times a year.
9 New Jersey counties are part of the NY Metro.
That separate survey has been done for years, essentially for the benefit of selling advertising on WMTR/WDHA, and those are probably the only two stations that will now show up when the Morristown ratings are made public. The other Morris County radio stations, like WKMB in Stirling, WGHT in Pompton Lakes, or WXMC in Parsippany haven't shown, in the recent past anyway, although WRAN in Dover did show before its demise years ago.
It is interesting, that the Morristown market, which ranks 120 by itself, is reported to have a population of only 420,000 while all of Morris County has a census population of 492,000. And the actual audience area, for WMTR/WDHA is much larger than Morris County alone. WDHA's most recent full NY market cume was 429,000.
As you know, Morris County has a high income population, currently median family income is $97,000 a year, and that helps make the area especially attractive to some advertisers, and worth it for WMTR/WDHA to have the separate survey. Years ago, WVNJ-FM (now WHTZ) dominated the local ratings in many of the wealthiest parts of North Jersey, when it was transmitting from the current WFME site in West Orange. I don't remember the numbers, but its ratings in Morris County were "impressively shocking" the first time I saw them, and, no doubt, helped sell a lot of the upscale advertising that station carried.
Also years ago, WCTC/WMGQ ordered the separate survey in Central Jersey in Middlesex/Somerset/Union, and claimed they were the only two local stations serving a market the size of Albany, New York. That embedded market is now ranked 41 with a population of 1.4-million. These days WAWZ, and WKXW also pay for the local breakouts and still appear in the publicly published ratings. Since it is a top-50 market I would assume they don't have to do a separate diary survey and PPM numbers are enough.
It is interesting, that the Morristown market, which ranks 120 by itself, is reported to have a population of only 420,000 while all of Morris County has a census population of 492,000. And the actual audience area, for WMTR/WDHA is much larger than Morris County alone. WDHA's most recent full NY market cume was 429,000.
As you know, Morris County has a high income population, currently median family income is $97,000 a year, and that helps make the area especially attractive to some advertisers, and worth it for WMTR/WDHA to have the separate survey. Years ago, WVNJ-FM (now WHTZ) dominated the local ratings in many of the wealthiest parts of North Jersey, when it was transmitting from the current WFME site in West Orange. I don't remember the numbers, but its ratings in Morris County were "impressively shocking" the first time I saw them, and, no doubt, helped sell a lot of the upscale advertising that station carried.
Also years ago, WCTC/WMGQ ordered the separate survey in Central Jersey in Middlesex/Somerset/Union, and claimed they were the only two local stations serving a market the size of Albany, New York. That embedded market is now ranked 41 with a population of 1.4-million. These days WAWZ, and WKXW also pay for the local breakouts and still appear in the publicly published ratings. Since it is a top-50 market I would assume they don't have to do a separate diary survey and PPM numbers are enough.
In the situation of WFME, I find it odd that potential buyers see WFME as an inferior NYC stick, rather than looking at it as a superior NJ stick. A station like WFME could be used to target the very wealthy areas of Morris, Hunterdon, Bergen, Essex, and Passaic Counties. Any ratings or advertising they get from NYC would just be an added bonus.
TimeIsTight said:
Yes, that is a PPM market, and uses the NY MSA PPM sample for those three counties to create an embedded market report.
Like other embedded PPM markets such as San Jose, CA, or Nassau / Suffolk Arbitron does a second level of sample proportionality balancing so that the report will have a proportional sample.
ansky212 said:
Time buyers making multi-station buys in a metro look at the total metro numbers and rank. Socioeconomic level is not a factor for most agency buys.
So, if a buy is up for well ranked stations that meet the CPP goal for the market, and WFME's commercial encarnation is ranked 23rd in the market, it just will not get bought on well over 90% of the buys because it actually unbalances reach and frequency on a geographic basis and does not rank high enough to be considered, anyway.
While such a station might get on some buys from agencies dealing with metro-only accounts and have a good story to tell local advertisers, to make it work they will have to sell for much lower rates than an ESB station and that might not support the kind of purchase price we all expect to be put on the station.
David, just as a hypothetical: What do you think the advertising industry's response would be if a new WFME paid to carve out its own embedded market based on its best signal area?
Even if it just included its potential New Jersey audience, and ignored its strong signal in places like Brooklyn, and Staten Island, that embedded market would rank #5 or #6 nationally, and if WFME had respectable ratings within that embedded market it might get the lion's share of national ad dollars targeted at market five or six, rather than share multi-station "buys" in market #1 with the NYC stations.
Is it better to be another fish in the largest pond, or a big fish in slightly smaller one?
Obviously, Market-19, Nassau-Suffolk, gets national business this way, and so do stations in Market-41 Middlesex-Somerset-Union.
Even if it just included its potential New Jersey audience, and ignored its strong signal in places like Brooklyn, and Staten Island, that embedded market would rank #5 or #6 nationally, and if WFME had respectable ratings within that embedded market it might get the lion's share of national ad dollars targeted at market five or six, rather than share multi-station "buys" in market #1 with the NYC stations.
Is it better to be another fish in the largest pond, or a big fish in slightly smaller one?
Obviously, Market-19, Nassau-Suffolk, gets national business this way, and so do stations in Market-41 Middlesex-Somerset-Union.
TimeIsTight said:
That's an intriguing concept. On the sales side, it might just work, particularly since it would show, to agencies, the entire ranker of stations in the Jersey counties.
On the other hand, creating a market means other markets would be shoved down in the rank number... whoever is 20th becomes 21st and may be shoved off buys. It disrupts the food chain, and if this is done just for one station, there might be a subscriber objection of significance... not quite an "Occupy Arbitron" but pretty severe.
The other thing is cost. I have the feeling that adding all the proportionality controls needed for an embedded PPM market might not be something they could afford.
Back to "on the other hand" it can be justified that the NJ counties are a separate sub-market based on transportation, commonality of state residence, etc. It is probably as distinct as Long Island.
That is a pretty nifty idea... and food for thought.
WNTIRadio said:
It's a separate survey. While there is a process for combining diary with PPM to create a TSA, as far as I know there is no place where both methodologies are combined for the same geography.
The ability to get accreditation for a weekly sample combined with a permanent panel is probably more like an impossibility.
WNTIRadio said:
On any given day or week, the Morris County PPM holders probably exceed the diary keepers. Remember that the diary only samples 1/12th of the total for a book on any given week, and in Morris County, they only survey 24 weeks of the year, while the PPM is active all 52 weeks.
There is no TSA for NY as a PPM market.
The NYC MSA is made up of:
Fairfield, CT (SW corner only)
Bergen, NJ
Essex, NJ
Hudson, NJ
Middlesex, NJ
Monmouth, NJ
Morris, NJ
Passaic, NJ
Somerset, NJ
Union, NJ
Bronx, NY
Kings, NY
Nassau, NY
New York, NY
Putnam, NY
Queens, NY
Richmond, NY
Rockland, NY
Suffolk, NY
Westchester, NY
Each county or borough is sampled in proportion to its population. Further, the HDBA and HDHAs are sampled in proportion to their part of the total Hispanic and Black populations. And, each county or borough is divided into multiple zones, and Arbitron tries to make these subsets as proportional as possible.
Turnpike Tuner said:
Monmouth-Ocean does not qualify as a PPM market, as it is not, on its own, a Top 50 market. Since one county is in the New York MSA, and the other is not, the only way to have a book there is to separately measure both counties with the diary method.
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