Gaming The PPM

[jupiter2]

We all know that Radio Stations programmed to Arbitron by trying to maximize recall, sweeping quarter hours, and branding radio stations in various ways.

It has become common to believe that the Diary was a popularity contest where listeners voted for their favorite shows, while in reality not listening to them as much as they thought they did. It could also be said that the PPM records exposure to radio stations at offices or business locations whether the person actively listened or even noticed the radio was on.

No matter really. This is the system we have. How are smart programmers gaming this system (you know they will)?

For example: In Seattle, Juke box stations with no personality are winning big. Could it be because they are running very low spot loads for now? Jack and KJR FM do not run nearly the same as the personality stations? Is is true that KJR FM is running a ton of commercial free time in morning to win the office radio during the day and game the morning numbers as well? If so, brilliant move.

On the personality side: Is KPLZ doing so well now in part because they were always a safe choice in business environments? Why did arbitron treat them so poorly in the diary? Why did listeners note "VOTE" for them before under the diary method?

And here's another question. There is much brew ha ha about KIRO FM here. Could it be that running so many short stop sets is actually not such a good idea, since a portion of the audience tunes out each time you break? Just asking... I do think losing the AM/FM combo in a city with much FM multipath was a corporate blunder- an FM signal in Washington DC is not the same as Washington State.

Here's another... have the shows people used to vote for (and I include NPR along with commercial radio) really lost effectiveness for advertisers? Presumably all those talk endorsement deals and long term advertiser relationships or underwritten imaging (NPR) were at least partially based on results.

Would love to hear the collective wisdom of this group with minimal sniping and mindless told you so's.

 

[Shark]

We all know that Radio Stations programmed to Arbitron by trying to maximize recall, sweeping quarter hours, and branding radio stations in various ways.

It has become common to believe that the Diary was a popularity contest where listeners voted for their favorite shows, while in reality not listening to them as much as they thought they did. It could also be said that the PPM records exposure to radio stations at offices or business locations whether the person actively listened or even noticed the radio was on.

No matter really. This is the system we have. How are smart programmers gaming this system (you know they will)?

For example: In Seattle, Juke box stations with no personality are winning big. Could it be because they are running very low spot loads for now? Jack and KJR FM do not run nearly the same as the personality stations? Is is true that KJR FM is running a ton of commercial free time in morning to win the office radio during the day and game the morning numbers as well? If so, brilliant move.

On the personality side: Is KPLZ doing so well now in part because they were always a safe choice in business environments? Why did arbitron treat them so poorly in the diary? Why did listeners note "VOTE" for them before under the diary method?

And here's another question. There is much brew ha ha about KIRO FM here. Could it be that running so many short stop sets is actually not such a good idea, since a portion of the audience tunes out each time you break? Just asking... I do think losing the AM/FM combo in a city with much FM multipath was a corporate blunder- an FM signal in Washington DC is not the same as Washington State.

Here's another... have the shows people used to vote for (and I include NPR along with commercial radio) really lost effectiveness for advertisers? Presumably all those talk endorsement deals and long term advertiser relationships or underwritten imaging (NPR) were at least partially based on results.

Would love to hear the collective wisdom of this group with minimal sniping and mindless told you so's.

Lots of good questions to which nobody really has the answers yet. Another potential factor is that KPLZ, Jack and KJR-FM simply lucked out in the PPM panel lottery; only time will tell as the panel gradually recycles over the coming year. I do think that moving KIRO to FM was a colossal blunder but we'll never know how they would've done if they stayed on AM. As far as NPR, they're still getting plenty of "votes" with the PPM and are performing quite well (KUOW anyway).

 

[djdan]

KUOW was doing well in the diary, they just were listed below the line. They are doing equally as well in the PPM ranking 5th in the market 25-54 and by far the leading news and information station in the Seattle market. KPLZ was also doing well in the diary, number one in women 25-54, they are doing equally well, actually better in the PPM. The PPM panel has seen about 1/4 of its panelists turnover, yet there seems to be little change so it is less likely this is a sample blip as each week and month go by. (remember advertisers use a two or three month average in the PPM) It may be diary keepers just voted for their favorite stations, but really didn't listen as much as they thought, therefore underreported others. KUBE, KIRO, the Country stations are much lower in the PPM. (actually everyone is up in cume, but AQH is lower) I really don't buy the "office listening" factor because if that was the case then stations like KWJZ, KRWM, KING-FM, KMTT would see better numbers since they are adult type office stations even more than KJAQ and KPLZ.
Let's face it, the panel is changing weekly and the numbers don't change much. Maybe the stations near the top are the most listened to in Seattle, at least for now.

I will say most people in and out of radio believe KIRO killed themselves. Leaving a heritage 710 news station and moving to the FM may be one of the bigger blunders in recent Seattle radio history. I would bet that if KIRO AM/FM were still intact, the PPM would rate the combo much, much higher.

On "gaming" the PPM. That is an interesting question. Around the country and in Seattle there doesn't seem to be a winning pattern. Yes many soft-AC music stations with few commercials do well. That might explain KJR, KJAQ and even KRWM's older cume numbers. Yet how do you explain KISS in LA, KISS in Boston, WTOP in DC, KPLZ in Seattle, The Ticket in Detroit and many more that have lots of personality and commercials mixed with music. I am a sales guy and don't understand the programming common factors but to my untrained eye the winners are all different in approach.

 

[jupiter2]

KUOW was doing well in the diary, they just were listed below the line.

My understanding was that they used to be #1 0r 2 with adults in drivetimes, and not just #5, 6 or 7. Not as bad a fall as KIRO for sure, but still significant.

KPLZ was also doing well in the diary, number one in women 25-54, they are doing equally well, actually better in the PPM

Actually WAY BETTER. Yes they did well in the female target demo, but the difference between diary and PPM 25-54 and 12 plus is astounding. There is no comparison that I am aware of nationally. Possibly luck of the panel draw? Why did arbitron treat them so poorly in the diary on broader demos? I don't think they ever made the top ten adults. Why did listeners note "VOTE" for them before under the diary method, as much as they actually listen or are exposed? Even wild theories scarce.

I really don't buy the "office listening" factor because if that was the case then stations like KWJZ, KRWM, KING-FM, KMTT would see better numbers since they are adult type office stations even more than KJAQ and KPLZ.

Maybe that's true, or perhaps people don't brag that they like 70's oldies as much as they brag about Jazz, Classical, or Hip Adult Alternative because those are cooler than just wanting to hear the Eagles "one more time", as the refrain goes. Maybe fewer people have those on in offices (but love them in their cars where they button punch more than they admit). You may be right, office listening may not be the answer. But what else could it be? If it's just the luck of the draw on the PPM panel, that's another way of saying the ratings are still crap.

Let's face it, the panel is changing weekly and the numbers don't change much. Maybe the stations near the top are the most listened to in Seattle, at least for now.

The numbers for the biggest decliners: KIRO and KUBE have been fairly stable, I agree. It doesn't look like they are coming back soon. The top have bounced around a bit with big PPM winners KJR FM KPLZ and JACK still doing way better than diary, so that is consistant. Biggest gainer during PPM precurrency: KZOK steadily rising.

Around the country and in Seattle there doesn't seem to be a winning pattern.

Maybe because the pattern is not so easy to see by looking at numbers and formats only, and because we have been living with appearance over reality for so long.

How about this for a pattern: Highly rated radio stations can either be talent based, or popular music based. Popular music tends to be AC, Pop, Rock or Oldies (no surprise). Talent tends to be great local shows, with creative promotions and imaging a bonus. The station must also respect its audience by not playing too many commercials (Sorry KIRO, KZOK, and all RIGHT WING Syndicated Talk), and turns out cool sounding brands that people like as a side dish are not in the meat and potatoes category (sorry Jazz, Classical, Adult Alternative).

Still think somebody out there has great ideas to game the PPM. Maybe you are not sharing.

How many commercials is the sweet spot?
How many breaks per hour and is it different for different formats?
Is there a way to be heard in more public places to increase exposure to PPM wearers? Maybe trade/barter ad time for playing KXXX in your business?
Since quarter hours do not matter any more, is there some other way to game the system? Should we look at sticking spots at top of hour as people are changing routines anyway (getting to work, hitting that conference call or meeting, taking a lunch, to minimize impact of tuning out).?

 

[radioprofessor]

I may be of some help in the PPM programming parameter having been exposed to it in multiple markets. A couple of comments:

1. KJR and KPLZ were number 5 and 6 in 25-54 adults in the Winter book. While they jumped to #1 and #3 in the PPM, it is not "historic" in any way. KPLZ was also number one 25-54 women in the Winter book and holds the same position in PPM. Both were good stations in diary and better in PPM. The Ticket in Detroit or some of the alternative rock stations around the country has seen much more explosive jumps. In Seattle these were already good stations with established brands that got better.

2. KUOW was number three 25-54 in drive times in Winter and dropped to number 5 in the PPM, not a big surprise either. Their cume is up and TSL down, a usual factor in the PPM. Yes, they are the top station for news and information in Seattle. The KIRO AM/FM combo was ahead of them in Winter 2009, but the split of that combo has been discussed ad nauseum on this board. A major error in my humble opinion.

3. Office listening is much greater in the PPM resulting in higher mid-day cume compared with the diary. However each market seems to have a variety of favorite "office listening" stations.

4. Male numbers, as with the diary, seem to vary. Men tend to stay panelists longer and switch around much more. This is playing out in Seattle 25-54 men, where KISW was number one, then KJAQ, the KJR and now KZOK. Women numbers remain more stable with KPLZ, KRWM and KCMS holding strong.

5. So what is the "winning pattern?" Stations that advertise in a big way tend to do better since PPM is cume based. Heritage counts, stations that have established personalities tend to win, music only or syndicated talk only don't tend to win in a market, but can finish in the top five. There are some other tricks of the PPM trade in regard to commercial breaks, imaging and other parameters but that would be giving away a consultants trade secrets. In my humble opinion, that would not be wise. I tell my clients: worry about doing good radio, the rest will follow.

 

[jupiter2]

Well timed mr radioprofessor. As I was reading your post a KPLZ Television ad ran on my boob tube. Wow. They advertise!

Not sure I entirely agree with basing your other judgements on any one book comparison, as the statements I made regarding ratings reflected trends over the past year or two, in some cases longer. They also referred to massive broadening of demos, not claiming that these stations used to be unsuccessful with their target audience.

Statistics taken over the short term can be made to advance any argument, but often don't hold up.

As to not answering the question because of trade secrets, I can respect that. I can also hope others who are not beholden to paid advice will think for themselves and be more generous. Levelling the playing field is good for us all, so we can concentrate on doing good radio.

 

[raydioheadfm]

[
Since quarter hours do not matter any more, is there some other way to game the system? Should we look at sticking spots at top of hour as people are changing routines anyway (getting to work, hitting that conference call or meeting, taking a lunch, to minimize impact of tuning out).?

The Professor can confirm this, but in fact, quarter hours do still matter, as a PPM holder must listen 5 minutes within a quarter hour for that listening to count. The minutes do not have to be continguous, but must fall within the the standard quarter hours; :00 to :15, :15-:30, :30-:45 & :45-:-00.

 

[radioprofessor]

This is correct. PPM resets each quarter hour and you must get five minutes of listening to get credit for the quarter hour. The five minutes need not be continguous, but that is preferable from a programming parameter. Trying to get people to listen for a couple of minutes and then come back in a quarter hour is problematic, to say the least.

 

[RockJazz]

I have wondered to what extent stations explicitly program a station in a bi-polar way to try to get male and female, or punk and rocker, or teens/early 20s and 25-45. I'd think that if you get credit for 5 minutes listen out of 15 maybe you could try to be bi-polar unless you have a singular strategy that is sufficiently successful. I may be atypical but it is fairly rare that I stay with a station for more than 15 - 30 minutes straight and most of the time unless I am really busy I'll flip away from the unacceptable song and I'll often flip back after the unacceptable song is over unless somebody else is offering a better sequence. Hence the name RockJazz. I am at least a 2 style listener.