Times-Union Story On PPM

[DToTheJ]

An article in today's Florida Times-Union speculates on the effect that PPM will have in the Jacksonvile market. Radio-Info's own Tom Taylor predicts "a lot of incidental listening" will occur in public places such as stores or eateries.

More info:
http://jacksonville.com/business/20...ould-produce-shake-jacksonville-radio-ratings

 

[Stormychuck]

Thanks DtotheJ, that was an interesting read, and even reader's comments to the story made some sense. Incidental listening, will seem to be the phrase of the day, lets see how it all play's out.

 

[davideduardo]

An article in today's Florida Times-Union speculates on the effect that PPM will have in the Jacksonvile market. Radio-Info's own Tom Taylor predicts "a lot of incidental listening" will occur in public places such as stores or eateries.

The issue with occasional or accidental listening is that, in most cases, it is of very short duration. A person in a store or public place where a particular station is on is usually only there for a short interval, and generally such visits are not daily but quite irregular. While that builds cume, radio is mostly sold on average listening level expressed as share, rating or AQH persons.

About half of each station's cume listens less than one hour a week... most of that listening is not intentional (and if it is, it's for some specific feature) and thus, for all practical purposes, useless. On the average, about half the total listeners account for 90% or more of a station's listening.