Throw The PPM in The Trash

[rapking]

Good news for WBLS,98.7 Kiss-FM,Power 105.1,Hot 97 and Spanish Music stations . PPM System is JUNK !
ARBITRON has announced that it will delay the commercialization of its Portable People Meter (PPM) radio ratings service in New York, Long Island,Los Angelas, and San Francisco.

 

[kevinsealy]

But once the PPM's are back in use, the ratings for the Black and non-White formatted stations may still fall short of what they had with the diary ratings system because most retail don't have those stations tuned in.

When the PPM's go back into effect, it's hard to say how much of a difference will the ratings be when Arbitron gets out all of the glitches.




Thanks,
Kevin L. Sealy

 

[davideduardo]

But once the PPM's are back in use, the ratings for the Black and non-White formatted stations may still fall short of what they had with the diary ratings system because most retail don't have those stations tuned in.

When the PPM's go back into effect, it's hard to say how much of a difference will the ratings be when Arbitron gets out all of the glitches.

That occasional listening does nothing for share. Less than half the cume does over 90% of the listening in PPM, so half the cume is useless.

The whole issue is measurement of ethnic groups and younger listeners... which is why the Black stations are affected as the African American community is much younger.

Just as a clarification, most of the Hispanic audience IS white... "Hispanic" is a cultural group, and there can be withe, Black, Asian or indigenous Hispanics and every mix in between. In the 1970 Census, over 90% of Hispanics were classified as white... and today, most who say they are Hispanic are also in the "white" category on race. So Hispanics are not "non-white."

 

[Clayton Douglas]

But--- it seems arbitron has reacted to complaints from black and hispanic format stations. they don't want to have Rev. Al and Rev. Jesse to deal with--- or do they already?

 

[davideduardo]

But--- it seems arbitron has reacted to complaints from black and hispanic format stations. they don't want to have Rev. Al and Rev. Jesse to deal with--- or do they already?

The biggest and "show stopping" complaints have come from the big general market broadcasters like Cox and Clear and Cumulus who produce a huge part of Arbitron's revenue. The ethinc issue is in addition, but the issue is really about sample proportionality and maintenence particularly in 18-34 which is, of course, where a higher percentage of the ethnic population is concentrated; these are two parts of a single problem.

 

[MarcR]

PPM System is JUNK !
[/quote]

No, it's still the diary methodology that's "junk" since there's (virtually) nobody left who believes in the numbers it produces.

 

[Carlito Brigante]

waa waa......keep crying your "it's not fair" card. You can't handle the truth? White stations have been taking a beating in the ratings forever!! You NEVER heard one white station say arbitron is racial. And yes, you ARE making this racial.

 

[rapking]

waa waa......keep crying your "it's not fair" card. You can't handle the truth? White stations have been taking a beating in the ratings forever!! You NEVER heard one white station say arbitron is racial. And yes, you ARE making this racial.

Most Stations ( 98.7 Kiss-FM, Power 105.1 , Hot 97 ) are White stations ( White on White , Radio Crying ).

 

[RADIOGM]

Arbitron has just admitted to the whole industry what the industry has already known. Both the diary methodology and PPM methodology are flawed. Why are we even dealing with Arbitron anymore? Because there is no other company taking a serious run at Arbitron's business.

You can't fool Wall Street. Arbitron is taking a beating on the stock price and should be. They are two faced liars about earlier fixing problems and have been caught hands down with a product not ready to go. This is going to be fun for the ad agencies! Gee - which numbers do we use and can we believe?

RGM

 

[davideduardo]

Arbitron has just admitted to the whole industry what the industry has already known. Both the diary methodology and PPM methodology are flawed.

I do not see where Arbitron admits "flaws" in the diary system; that methodology is MRC accredited and audited and woks as well as possible within the limits of the "technolgy" and the sample size. The only flaws in the diary methodology are the necessay compromises in registering manually a whole week of listening. There has been no better way, anywhere in the world.

Why are we even dealing with Arbitron anymore? Because there is no other company taking a serious run at Arbitron's business.

Arbitron has the confidence of the buying community (till now, perhaps) and stations pay the cost because they want to be on buys. No other service has achieved credibility at the agency level since Arbitron drove The Pulse and Hooper out of the arena in the 70's, and including Burke, Audits & Surveys, Birch, SRC, etc.

Plus Arbitron has MRC accreditation in all diary markets except one... and the MRC is essentially a watchdog for the agencies.

You can't fool Wall Street. Arbitron is taking a beating on the stock price and should be.

Wall Street reacts similarly on any significant downsizing of guidance, whether it is a change in car sales or lack of approval for a new drug.

They are two faced liars about earlier fixing problems and have been caught hands down with a product not ready to go.

Most think that Arbitron, who has never done a radio study using a panel, underestimated the difficulty of building and maintaining a panel.

The issues with the PPM have to do with getting the service running with a proportional panel on every stratification variable and keeping panelists over time and insuring that they participate (carry) daily. The NY test data showed this was not yet perfected... thus the lack of accreditation. Their lack of experience in panels bit them... and the MRC obviously was in no position to give accreditation.

[/quote]This is going to be fun for the ad agencies! Gee - which numbers do we use and can we believe?[/quote]

There is only one service in Philly and Houston... there is, thus, only one set of numbers to use. All ratings are estimates. Advetisers will use whatever is available to help justify ad placement.

Buyers of advertising, such as agencies and large accounts, have been asking for electronic measurement because it should be, when done correctly, more accurate and much more timely and easy to use.