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Uban Radio
- Thread starter nuffsaid
- Start date
Is KKDA-FM still #1?
Since the implementation of the PPM in this market, the ratings are all over the place. Then again you'd be surprised to see how FEW people in KKDA's demographics actually have the PPMs. The sampling in that demographic is pathetic.
bucwhyl said:
They "slipped" when the DFW area went to the PPMs. One has to sample more than they are, to get anywhere NEAR the correct amount of folks listening to any station at any given time. Especially young African American males.
radi0avenger said:
The sampling is supposed to be proportional on every stratification variable... age cells, gender, ethnicity, county of residence, etc.
The overall sample size will increase only if subscribing stations pay for greater sample size, just as was true in the diary.
Nearly all high TSL and low cume formats declined when the PPM came out; that goes for Smooth Jazz and other general market limited cume stations, too. KKDA actually increased steadily after the PPM debut, but after achieving near the diary-level shares after about 6 books, they went into a steady decline. No real wobble, just decline.
Looking at the ratings for both of the market's urban radio stations ratings, it is embarrassing. I like the fact that K-104 now attempts to give a number of throwbacks some spins, but they are way too skewed for my tastes. The hip-hop heavy throughout the day thing doesn't work very well at all in the PPM environment. Another thing is they really need to slow down their spins of power songs because it's way too repetitive. Ken Dowe was a contributor of this issue, but the new PD should get a handle on this. The strongest stations know how to balance themselves amongst fierce competition.
adub said:
Actually, not so. Look at Houston, where Radio One spent a lot of money finding out why The Box and KMJQ sucked in PPM, and, after finding out the defects, fixed them. They are now consistently in the top 3 or 4 stations 18-49 in that market.
The sample is proportional to the population in each demo cell, and if there is any discrepancy, weighting up or down is done.
KKDA debuted 4th in the target demo (18-49) and got as high as 3rd before dropping out of the top 10. That's a programming issue, not an Arbitron issue.
David, not to get off topic too much here, but how exactly does the Arbitron thing work? I would think, logically speaking, they would determine the percentage of population in the DFW market that was young/male/African American, and then do a proportional sample of said percentage. Last I heard, the number of young/male/African American people in this market WITH PPMs was LESS THAN 5. How is that fair?
Less than 5 people or less than 5%?
IIRC, Arbitron surveys about 1500 people. The AA % of population is 14%, so figure half male half female. 15% of 1500 is 225. So 112 male 112 female. Spread that over a number of age cells 6-12, 12-18, 18-24, 25-34, 35-44, 45-54, 55-64,65+ etc, and you could get 10-15 people per cell per sex.
And since AA male particpation usually is underwhelming, you could have as few as 5 people, but it's all about sampling. Those 5 people represent thousands more. It's as fair as any other sampling method (tv ratings for example) would be.
And as to what David mentioned- if they're supposed to have 10 AA males aged 18-24 in the sample, and only have 5, their response is "weighted up", so each of those 5 would count double. If they only got 3, they'd count triple, etc.
IIRC, Arbitron surveys about 1500 people. The AA % of population is 14%, so figure half male half female. 15% of 1500 is 225. So 112 male 112 female. Spread that over a number of age cells 6-12, 12-18, 18-24, 25-34, 35-44, 45-54, 55-64,65+ etc, and you could get 10-15 people per cell per sex.
And since AA male particpation usually is underwhelming, you could have as few as 5 people, but it's all about sampling. Those 5 people represent thousands more. It's as fair as any other sampling method (tv ratings for example) would be.
And as to what David mentioned- if they're supposed to have 10 AA males aged 18-24 in the sample, and only have 5, their response is "weighted up", so each of those 5 would count double. If they only got 3, they'd count triple, etc.
Less than 5. I understand the weighted thing, I just don't think that's a logical way of doing things. If you only have two people in a demographic weighted up to equal 10, thats still not a good enough sample IMHO. But then again who am *I* to question them? 
radi0avenger said:
The description of PPM measurement is available under the PPM tab at www.arbitron.com.
Because the PPM uses an ongoing panel, samples just can't be compared with the diary or any one time survey. The idea is to have a miniature mirror of the market in every aspect. Yes, the number of meters in any cell (18-24 African American males, for example) is small but that is what radio can afford. Also remember that the PPM was developed because advertisers wanted faster electronic measurement... and ratings are done for sales.
There's a question I have to ask. You satisfy PPM, but is the listener actually happy? I've heard all of us on this board mention our disgust when it comes to the station playing our music of choice. Do our satisfaction even matter? Or is it all about PPM? Could this be the reason radio has went to hell in a hand basket? It's not about the actual listener anymore. It's this PPM/Arbitron crap that only matters now.
bucwhyl said:
Uh, PPM panelists are listeners. Stations have been ratings driven since the 30's, and all the PPM does is change the way measurement is done.
I prefer Rral Radio.
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