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PPM On The Way?

S

SpareChange

Arbitron issued an advisory that suggests Buffalo may be testing the PPM within the next 12 to 18 months.

If this is the case, how will the PPM affect the ratings, especially in drive times? Buffalo has unusually short drive times, even when traffic conditions are at their worst. Will the PPM results be dramatically different than diary estimates in drive times?

What about "away from home listening" and "at work listening?" Will midday numbers be siginificantly different, given that many offices and businesses tend to the "set it and forget it?"

And will Saturday, 10 a.m. - 3 p.m. continue to be one of, if not the highest cuming and TSL dayparts in the entire week?

The PPM may change some generally accepted principles of programming.
 
Good News, Bad News

If it happens, it will be interesting. From what I've read so far, the PPMs haven't meant huge differences in ratings in the markets they've been tested in so far.

The good news is, people who can't write legibly will be able to have their listening count.

The bad news is, people who can't write legibly will be able to have their listening count.
 
Re: Good News, Bad News

SirRoxalot said:
If it happens, it will be interesting. From what I've read so far, the PPMs haven't meant huge differences in ratings in the markets they've been tested in so far.

The good news is, people who can't write legibly will be able to have their listening count.

The bad news is, people who can't write legibly will be able to have their listening count.
Click to expand...

If they can't write legibly, but they spend money on *any* busines in the listening area that has advertised on the radio, then it *should* be good news for radio anyway...right?
 
Re: Good News, Bad News

SirRoxalot said:
If it happens, it will be interesting. From what I've read so far, the PPMs haven't meant huge differences in ratings in the markets they've been tested in so far. The good news is, people who can't write legibly will be able to have their listening count. The bad news is, people who can't write legibly will be able to have their listening count.
Click to expand...

Aside from deciphering the scrawl that passes for writing on the part of some diary keepers, the PPM might present some interesting effects on listening patterns. From what I've read about PPM results, listening levels aren't as robust in morning drive and TSL is affected because the measurement is more precise. This may vary from large markets like Houston and Philadelphia to medium (and shrinking) markets like Buffalo and Rochester. There are some quirks to the PPM, I'm told by knowledgeable sources; for example, if you're wearing a PPM, listening to WJYE at your desk and walk into your boss' office and she's listening to Star, your PPM tallies listening for Star. This might be an extreme example, but it's indicative of the quirks that exist. No system will be perfect, for sure.

-9-
 
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