Sometime back, there was mention from Arbitron, that with the advent of PPM, mornings were behind "afternoons", "middays" and "weekends", in listenership! I've never seen any discussion of this and would think that a refocus of dayparts is in order. Should, for instance, the highest paid talent be in afternoon drive?
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Morning Drive
- Thread starter semoochie
- Start date
When the R.O.I. is beyond a shadow of a doubt, they will be.
I have always focused on the, often, over looked afternoon drive. It's a good strategy to win afternoons if your competition has a heritage or very popular morning crew.
To answer your question, there are some related questions that need to be addressed:
- Why does the PPM report this "anomaly"? Is it because of increased reporting of at-work listening? Is it because morning show listenership appears to be down?
- What types of morning shows generally do well in the PPM? What types of afternoon shows generally do well in the PPM?
Personally, I don't feel the need to listen to 30% more commercials in the morning.
- Why does the PPM report this "anomaly"? Is it because of increased reporting of at-work listening? Is it because morning show listenership appears to be down?
- What types of morning shows generally do well in the PPM? What types of afternoon shows generally do well in the PPM?
Personally, I don't feel the need to listen to 30% more commercials in the morning.
One thing missing from this discussion is that most stations set up the day with morning drive. If you don't get the numbers in the morning, you're less likely to get them the rest of the day.
Several things have affected morning drive: morning TV, the Internet, and PPM. Morning TV and the Internet have usurped the informational aspects of morning radio in most markets. Morning TV has also taken a run at the entertainment component, but there's a lot less local content. Stations that have continued to focus locally have continued to do well, although "chatter" has been cut back. Bits are typically more focused and direct.
Some "sidekicks" haven't fared as well under PPM, but that may be the reason that they were sidekicks in the first place. PPM has even affected the delivery of syndicated morning shows - which have been plugged in to more stations in more markets, further weakening morning radio in a lot of markets. The lack of local connection makes local TV more attractive if you're not in the car.
Several things have affected morning drive: morning TV, the Internet, and PPM. Morning TV and the Internet have usurped the informational aspects of morning radio in most markets. Morning TV has also taken a run at the entertainment component, but there's a lot less local content. Stations that have continued to focus locally have continued to do well, although "chatter" has been cut back. Bits are typically more focused and direct.
Some "sidekicks" haven't fared as well under PPM, but that may be the reason that they were sidekicks in the first place. PPM has even affected the delivery of syndicated morning shows - which have been plugged in to more stations in more markets, further weakening morning radio in a lot of markets. The lack of local connection makes local TV more attractive if you're not in the car.
PTBoardOp94 said:
The PPM shows real listening. The Diary showed perceived listening and measured memory along with cume and TSL.
Typical listening in the diary might be registered as a 6 to 9 AM timespan listening to Wxxx. In fact, however, those three hours might really have been 45 minutes.
-The alarm went off at 6, but the listener hit "snooze" twice. Subtract 20 minutes.
-The trash had to be put out.
-The kids had to be walked to the school bus stop
-The radio was switched to the news station for 15 minutes at the start of the commute to check traffic. Never got put in the diary.
-Got to work and parked at 8:47 and turned off the radio
There are lots of other things that happen in the daily routine that the PPM picks up, such as coffee breaks, the radio being turned down for a phone call, bathroom breaks, lunch, etc that reduce real PPM listening, too.
PPM doesn't track listening. PPM tracks hearing. Whether or not people are paying attention to what they're hearing isn't measured, particularly in environments where music is piped in from whatever source.
The diary method probably overstated hearing, and may have been skewed by people who wrote down what they percieved as "cool" instead of what they actually listened to. It's also possible that PPM changes people's listening habits because they want to appear smarter or hipper. The diary may have more accurately reflected actual perception. Both methods have their flaws.
The diary method probably overstated hearing, and may have been skewed by people who wrote down what they percieved as "cool" instead of what they actually listened to. It's also possible that PPM changes people's listening habits because they want to appear smarter or hipper. The diary may have more accurately reflected actual perception. Both methods have their flaws.
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