Philly Cume and 6+ PPM Numbers are out...

[Beejus]

Radio 104.5 showed some nice cume gain in their first month... B101 still holds a commanding lead... and WOGL is showing oldies are not dead.

http://www.fmqb.com/Article.asp?id=427437 for the cume #'s

The 6+ numbers are on the www.radioandrecords.com. They only show the top 10 though.

 

[carnyfeet]

Rank / Station / April # / May #
1. WBEB 8.8-8.2
2. KYW 8.2-7.6
3. WMMR 7.5-6.8
4. WOGL 6.3-6.7
5. WDAS 5.4-6.2
6. WMGK 5.3-5.8
7. WXTU 4.7-4.6
8. WPHT 4.5-4.3
9. WBEN 4.3-3.9
10. WIOQ 3.3-3.6

 

[aindik]

Those cume numbers posted in the FMQB article are pretty amazing. 42% of people 6+ in the market hear B101 at least once a week. That's way higher than I thought for any station.

 

[radiophiler]

B-101 is "heard" by 42% of people in the Philly metro 6+.

"Heard" is the operable word. How much of that is "active listening."

I have Sirius in my car. It's the only place I listen to radio, except KYW for news updates in my home. If I had been issued a PPM, it would register the times I've recently "heard" B-101 playing in retail establishments.

I'm a 43-year-old man and my PPM results would have two or three on-air radio stations: KYW (legitimate listening) and B-101 and WOGL which was on when I got my hair cut recently. That doesn't relfect my true radio "listening."

 

[oaktree]

Cume is to promotion, billboards, TV as AQH is strictly to programming. Old Arbitron axiom still true. Cume estimates may bloom based on percentage "rating" of a person who "hears" a station once in a given period -- AQH, and especially those P1 listeners, is the important read based on how long a person actually "listens" to a station. And 6+ is no better a guide of truth for a particular station than typical 12+ numbers.

The PPM's still are based on the particular demo reach based on AQH ... not as selling numbers as a "cume."

 

[amfmsw]

CUME is to newspaper circulation as AQH is to actual readership.

 

[BRNout]

CUME is to newspaper circulation as AQH is to actual readership.

Well, it's not an exact analogy, because circulation is paid and can thus be counted as readership (making the assumption that those who pay for the paper actually read it).

Personally, I'd equate circulation more with AQH because it carries more weight. Cume would count everyone who actually looks at the paper (like in a barber shop, airport, etc.) and is a number that would probably be higher than the circulation. Many people read without buying. Like those who sample a station without staying around - for the ads.

 

[oaktree]

amfmsw is correct in his analogy.

Definition: A radio station's cume is similar to a newspaper's circulation. Abbreviation for cumulative audience. It is the different or unduplicated persons or households listening during a specified period. (Arbitron)

 

[aindik]

B-101 is "heard" by 42% of people in the Philly metro 6+.

"Heard" is the operable word. How much of that is "active listening."

I have Sirius in my car. It's the only place I listen to radio, except KYW for news updates in my home. If I had been issued a PPM, it would register the times I've recently "heard" B-101 playing in retail establishments.

I'm a 43-year-old man and my PPM results would have two or three on-air radio stations: KYW (legitimate listening) and B-101 and WOGL which was on when I got my hair cut recently. That doesn't relfect my true radio "listening."

Just because you didn't choose to listen to B-101 or WOGL doesn't mean you weren't listening. You sat there for half an hour and heard whatever they were airing. And you heard it well enough to remember what station it was. You probably also heard the commercials just as well. That's all the advertisers care about - whether you listened, not whether you sought it out or not.