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PPM will measure what you "Hear" but does it measure what you "Listen" to?

Re: PPM will measure what you "Hear" but does it measure what you "Listen" to?

hearing means hearing the ads/commercial spots; that's what it's really all about...
"We're in the radio business, not the music business", Rick Sklar, early 1970's
 
Re: PPM will measure what you "Hear" but does it measure what you "Listen" to?

I have gone 'round with David about this issue awhile ago and last week cited an example of how I and some friends spent an hour and a half in a restaurant with a radio in the background that we completely ignored but which would have "counted" had on of us worn a "Purple People Meter'

Here are some PDF's from Arbitron:http://www.arbitron.com/portable_people_meters/papers_presentations.htm

There is actually a fair amount of insight here if you are willing to plow through some of the boosterism.

Here is another report on this topic:http://comm2.fsu.edu/faculty/comm/Sapolsky/mediamar/Readings/RadioDiary.doc

Two points are somewhat startling (to me atleast), one is that nationwide there is an amazingly low return rate of diaries, often below 50% the other is it seems that the PPM will be used for multiple rating purposes including TV and potentially any other encoded audio source. It is possible that ARB could sell it's services (if it doesn't already) to storecasters, movie theater advertisers, anywhere aural media exists.

The problem seems to be getting the "mules" to carry the devices. As I have said before, I have participated in two diary surveys (1988 and '92) I didn't consider it a burden but rather somewhat a pleasure to convey my listening preferrences in a manner that would help the stations I liked. I would decline the PPM, as it reduces the wearer to just a dumb carrier being bombarded with advertising.

Lino
 
Re: PPM will measure what you "Hear" but does it measure what you "Listen" to?

LinoNYC said:
I have gone 'round with David about this issue awhile ago and last week cited an example of how I and some friends spent an hour and a half in a restaurant with a radio in the background that we completely ignored but which would have "counted" had on of us worn a "Purple People Meter'
Click to expand...

Ratings are financed by radio with the principal purpose of creating a metric by which to sell and price advertising. The advertiser wants to know how many impressions an ad makes; whether the individual tuned in a station themselves or heard it some other way is immaterial to the advertisers.

Two points are somewhat startling (to me atleast), one is that nationwide there is an amazingly low return rate of diaries, often below 50%
Click to expand...

This has been true, in various percentages, for decades. As with any research, you overrecruit based on past experience to get the desired amount of usable respondents. The important thing is not how many people accept diaries or how many accept and return, but whether the returns you get are a good sample based on age, sex, geography, ethnicity, etc. As long as only limited cell weighting has to be done, you ave a usable and acceptable sample.

the other is it seems that the PPM will be used for multiple rating purposes including TV and potentially any other encoded audio source.
Click to expand...

For the moment, it is radio only. There is no PPM TV rating, although the PPM can decode any source that has audio, from web streams to satellite to TV to storecasts.

It is possible that ARB could sell it's services (if it doesn't already) to storecasters, movie theater advertisers, anywhere aural media exists.
Click to expand...

Advertisers have long wanted a single platform for all this. Whether Arbitron can eventually invade Nielsen territory in TV remains to be seen.

The problem seems to be getting the "mules" to carry the devices.
Click to expand...

And this too can be fixed by adding panelists so that at all times, they have a full quota, even if a percentage are not carrying the meter on a particular day.
 
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