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Ratings

Ad agencies and rep firms have recieved the PPM pitch from arbitron from early tests in Houston and other markets, plus the PPM in Philly seem to have the following common threads:

1. Cume is up, TSL down.
2. Get used to the new words like encoding, impressions and panels
3. Stations with high cumes tend to benefit from PPM. Stations with high TSL do not. Substantial decreases for urban, hispanic, ryhthmic and talk formats. Increases for high cume classical rock, Ac, Hot/ac, News/talk.
4. Morning cume down, afternoon cume up
5. The days of spot clusters twice an hour will go away. Every minute is now important. 92% of listeners will sit through three minutes of commercials.

Am headed to LA this week for sales meeting, where stations are already preparing for the Fall PPM. The biggest benefit or problem according to arbitron is that the panel remains the same for a couple of years, unless someone moves. If you have bad numbers, expect to have them for a long time unless you make changes. It will be much easier for rep firms and ad agencies to make buys, since things will not change from trend to trend and book to book, because the panel doesn't change.

From our side of the business the biggest issue is software. How do we integrate PPM data into our traditional CPP buy with Strata and Tapscam.
But that is for a sales related board, not this one. Will miss the lively discussions about trends when the PPM arrives.
 
As I have stated several times here, I am not a radio insider, I am a listener who still LOVES to listen to radio. I find these threads to be very interesting, entertaining and educational. I have figured out much of the lingo for myself but could someone please provide a key of sorts for some of the industry terms used here? For example: PPM, TSL, CPP, Tapscam, Strata.
Thanks
 
Grindlfan said:
As I have stated several times here, I am not a radio insider, I am a listener who still LOVES to listen to radio. I find these threads to be very interesting, entertaining and educational. I have figured out much of the lingo for myself but could someone please provide a key of sorts for some of the industry terms used here? For example: PPM, TSL, CPP, Tapscam, Strata.
Thanks
Click to expand...
Google the term. Add the words 'Arbitron' or 'ratings' to your search.
 
PPM: Personal People Meter (replaces the weekly diary)

TSL: Time Spent Listening. Basically you combine the number of people listening to a station with the amount of time they listen to get the AQH (Average Quarter Hour) Share.

CPP: Cost Per Point. How much it costs an advertiser for each rating point on a station. Roughly translated, Rating is the percentage of a region that listens to a particular station; Share is the percentage of people listening to radio who listen to a station.

TapScan is a software program that was bought out by Arbitron. It's used to let sales people at stations tell a better story to advertsers about the effectiveness of a station(s).
 
Thanks equalinercard. That was very helpful. I appreciate it.
 
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