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Portable People Meter Seminar Last Thursday

I went to one of the sales-oriented sessions. Not much new information but it was interesting to see some specific case studies of what happened to cume and TSL in Philly and Houston. It's definitely going to shake things up for awhile when it rolls out next year.
 
Nothing new. PPM looks good in demo for Mainstream CHR, Hot-AC and AC. Not so much for Jazz, Christian and AM talk or news stations. Cume is King. Big caveat in that each market is different so who knows what will happen in Seattle. Nothing new and a lot of out of date info.National agencies are adopting a wait and see attitude and will try to hold CPP. If that holds true radio is in big trouble because buys will be deeper to get frequency and stations will get much less per ad. Dull session.
 
And our pathetic sample of 3690 diaries is being replaced by approx. 300 PPM's.
Arbitron has some nice double-speak to explain that away but I'm not buying into it.

Also they'll be keeping the same sample group for something like a year with a churn of about 10% or so per survey.
If a particular station gets some bad diary, err PPM placement...you're screwed for the next 9 months or so. And yes there will now be weekly "trends".

It's a whole new ballgame. I read today that Clear Channel and some others are again trying to hold back deployment in some markets.
 
Nothing so scary as the unknown devil. Both radio & TV have struggled with these new survey metrics. If the results were identical to diaries, then the stations would be asking why they are paying Arbitron so much more. If the results are different (which they seem to be) stations balk at the methodology. In the end, the ad agencies will drive this - and their goal is always to drive down the CPP/CPM for any media.
 
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