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PPM Versus Diary

R

radioguy123

AQH in an earlier thread suggested more conversation about the tools we use in radio. We live and die by ratings and the new measurement system has created much change. I pulled up a book from four years ago and was surprised by what I saw:

#1 18-34: KUBE by a mile and T-Man owned mornings in this demo and was 3rd 25-54. He became a victim of PPM
#1 25-54: KMPS by a mile and Ichabod owned mornings in this demo. KMPS and Ichabod became a victim of PPM
#1 Cume: KOMO-AM by a mile. Now KOMO ranks about mid-pak in cume with KRWM, KJR, KBKS and KPLZ at the top.

KMTT, THE END, Smooth Jazz and many other stations and good people hurt because of PPM. Was the diary that wrong? My biggest complaint with PPM is that it measures exposure, not actual listening. What seems most fair to me would be a system that did both. Measure exposure, but then ask what respondents to remember what they were listening too. PPM acts as the check and balance, but remembering the station you actually listened too, via recall. still seems important. Finally if you are going to use a panel, you gain statistical support by increasing the sample and changing it 20% every month. Take the best of PPM and best of diary and you might actually have something that really works.

Just random thoughts, knowing nothing will change.
 
As I recall there was some discussion at Arbitron regarding a transition from diary to PPM by doing both for a period of time. I believe the concern was cost. To do a diary roll out and tabulation plus PPM process at the same time would have meant extra expense which, of course, would be passed along to the participating stations. Once the use of PPM was validated in test markets, the decision was made to press on with PPM as being more of a ‘real world’ snapshot of radio and online consumption than diary.

I’ve heard some buzz around that another ratings player of old may be getting back in the game, offering a combination of diary and call-out to go up against PPM in same markets. Problem is; most agencies and advertisers prefer the methodology behind PPM. If the diary call-out method data were to differ greatly from what PPM indicated, PPM would no doubt win.
 
I've always thought there is a strong parallel between music research & ratings research. It's a TOOL that would back up your "gut" instinct -- and vice versa. The sad part is buyers treat it like a BIBLE. I can see that for national/barter situations where someone doesn't have time to figure out the nuances of every station on which they are placing spots. But LOCALLY it always drives me nuts when buyers go entirely by a book because their role is to understand how to reach a target and they should be using the same "gut" to back up the numbers that their counterparts at stations would. If a book showed KRIZ to be top 5 (no offense, folks!) we'd all be shaking our heads and screaming "bad book". But it the same methodology shows KIRO leads KOMO by half a share, everyone gets nervous.

Ultimately for advertisers it has nothing to do with rate/frequency as much as it does "did the investment affect your revenue"?
For programmers...you know when you're getting no feedback from audience whatsoever that you're not likely top 10!

I'm not saying the system is wrong ... I'm saying we have become so dependent on numbers as the ONLY barometer of decision-making I'm worried that "common sense" has become an endangered species. That observation, unfortunately, is not unique to radio or ANY business. We have an epidemic of "I won't make a decision unless something is there for me to blame later".
 
I had that very conversation the other day.. Have Account Execs forgotten how to sell? Or, at least in large markets, have they become merely order takers or protectors of existing contracts?

The new normal in purchasing ads today is how it's measured. The on-line space changed the game with all the measured analytics from page views and impressions. What it doesn't deliver, in most cases, that PPM does is demographic data, or what radio sales live and die on.

The flaws in diary completion and collection were always apparent, but were puncturated when PPM was able to make an accounting closer to the on-line sector with what amounts to impressions. Does someone who clicks a window or link actually pay attention to what it leads to? Who knows, but clicking on it becomes an impression. Just because a PPM surveyed group has a radio on within earshot mean they're actually 'listening'? Who knows, but they could very well be.
 
radioguy123 said:
Was the diary that wrong? My biggest complaint with PPM is that it measures exposure, not actual listening.
Click to expand...

Exposure versus actual listening is not exclusive to PPM. You stray into diary versus PPM arguments here, but there are arguments that people don't remember what they hear when they intently listen to a radio station. Remember that we're dealing with short attention spans every day and the regular effort put out by others, not just radio station, to get the attention of listeners.
 
If we assume that remembering what you heard has some value to the advertiser... Yes I know what happens when you "assume".
 
I just think "PPM Versus Diary" would make an excellent name for a folk band......
 
Bongwater said:
I just think "PPM Versus Diary" would make an excellent name for a folk band......
Click to expand...

I think "Bongwater" would make an excellent name for a refreshing, fruity beverage.
 
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