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PPM will change the way people program,sell, promote or buy radio

C

crmc

Guest
The Houston experiment showed a lot of variations from the diary driven ratings we have a lifetime of perspective on. A text-book paradigm shift will be upon Philadelphia if the Q 1 2007 launch occurs.
Some areas of change: 13 4-week rating periods, 12 months and holiday( that should eliminate the manipulation of numbers that christmas music makes on music radio). Morning drive takes a bit of a hit, but afternoons, midday,nights and weekends go up in listening. TSL goes down but cume goes WAY up.
Saturday nights becomes the biggest single daypart of the week,Stations that seem like they hang in there ratings wise but are often not the darlings of the media get lifted with P-2's and more so in PPM P-3's, no more " voting for their favorites" as the unaided recall methodology of diaries requires, but actual listening.
Therefore, no more Thursday as the big contest day, then Wednesday, as diaries begin on Thursday and end on Wednesday.
Any other thoughts on this new frontier in radio ratings ahead?
 
One of the positive changes from a programming/listening standpoint is that with the PPM, there will no longer have to be an emphasis on the repetitive nature of announcing call letters and positioning statements since much of the emphasis is designed for top of mind awareness for diarykeepers.
 
I wonder if some stations will start promoting to leave the radio on when you sleep? I know alot of people already sleep with a radio going, now stations might care about that.
 
Irishfl said:
I wonder if some stations will start promoting to leave the radio on when you sleep? I know alot of people already sleep with a radio going, now stations might care about that.
Click to expand...

Don't worry. Arbitron will come up with some creative penalty to discourage that.

Eventually, the PPMs may require the panelist to push a button on the unit or do something else (on a random basis) to show he/she is really listening.
 
Irishfl said:
I wonder if some stations will start promoting to leave the radio on when you sleep? I know alot of people already sleep with a radio going, now stations might care about that.
Click to expand...

I think one of the ways the PPM works is by a motion sensor...if it doesn't move after a certain amount of time it shuts off. Of course, one way to get around this is to leave the PPM on your dog when you go to work.
 
On the dog...that's funny. But accurate. Yes, it has a motion sensor. After 20 minutes of inactivity it goes into the rest mode.It does begin registering listening when it's in it's nighttime charging /update cradle with the clock radio in the morning, but after a defined time, i think it's one hour, it goes off again.
As we've devised AQH maintainence tricks and other things targeting the diarykeeper, this new world order will stimulate broadcasters to develop tricks to grab the PPM participant.
 
On a more serious note...for Arbitron, the PPM will solve many of the problems associated with diarykeeping, but it will not create a perfect system of audience measurement. What the PPM will do is create a much more accurate result from the people being surveyed, but what the PPM will not do is create a sample of participants that accurately reflects the demographics of the radio listening audience. In effect, the PPM will get accurate results from an inaccurate sample. Arbitron will still have to use weighting and other statistical analysis in order to have the PPM results fit the demographics. Having said that, the PPM will be far more accurate than the current diary system. The only way to get a truly accurate sample is to figure out a way to measure radio listening habits of an accurate demographic sample, and to do so without the participants knowing they are participating in a survey. Of course, I don't think there is a practical (or legal) way to do this, so the PPM is probably as good as we'll get.
 
I agree with Mr. Thompson, the PPM system seems a little fairer compared to the diary system. The results will still have to be weighted. And the survey sampling, in my opinion, gets strange when you have a base sampling starting with 6 year old participants.

I can see it now..."hey cbs radio...you stink"....Bobby R. 6yrs old...PS 42, N. Philly
 
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