PPM COMING TO THE DUKE CITY?

[jerry0612]

Will Albuquerque be a PPM market? If so, when? Winners, Loosers?

Hopefully David Eduardo will share some of his great insight on this as he did recently on the Phoenix Board under "Phoenix Country Battle."

 

[davideduardo]

Will Albuquerque be a PPM market? If so, when? Winners, Loosers?

Hopefully David Eduardo will share some of his great insight on this as he did recently on the Phoenix Board under "Phoenix Country Battle."

Arbitron's currently announced plans and schedule include only the top 50 markets (except one) and nothing difinitive has been announced beyond that market size. One of the big barriers in the markets with lower billing is that the cost is about two-thirds higher for the stations, and in this economy that may mean some groups won't support the PPM.

We are now getting some real understanding of the PPM, but by the time the second 50 markets might go to PPM, I believe we will know more; our feel for the diary comes from 45 years of using that system since its beginnings in 1965, so there is still a lot of the "touchy-feely" stuff we don't know. The math and such are clear-cut, but the way people really use radio is quite different from what we saw in the diary.

Since the diary, in part, measured memory ("remember tow write us down") the famous stations did better in many cases than they do in PPM. And secondary listening is much more important, as memory does not block their reported usage.