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WABC SATURDAY NIGHT OLDIES $64000 QUESTION

Although I don't have the stamina to go into a point by point post-mortem of the previous posts, I will say this. IN ITS CURRENT FORM, as flawed as it may be....the PPM data is very valuable (as Phil pointed out) as a TOOL in making certain programming determinations.

DE says there is a danger in using "inaccurate data". As I've been doing this a long time (as many of you have), I can tell you that at certain points along the road ALL data is inaccurate! There are always bumps, abnormalities, aberrations and outright inaccuracies every now and then. There is no bible, there is only (sometimes questionable) data to make decisions from. PPM data is no worse than diaries (weighed and distributed unevenly in some cases), than music callout or auditorium research, or for market perceptuals which I've seen folks act upon and be completely wrong. You need to take any data you can get your hands on and use it to the degree you feel comfortable. If you feel that the current information is always accurate, then I'm sure you've altered your station to dominate each book, haven't you? It's not, so you use what you can.

Phil is being quite clever here in trying to utilize whatever data he can I think, and I'm sure the knowledge will benefit him if others tend to dismiss it until "they get it perfectly right".
 
USSR says:
Although I don't have the stamina to go into a point by point post-mortem of the previous posts,
Click to expand...

Neither do I. I walked into a little buzz saw with this. DE I am not betting the farm on PPM data. Just like I don't bet the farm on perceptual research or make decisions based on focus groups. I tried to explain how I AM using this data, and WHY I find it so fascinating. If you want to ignore the positive uses of it, and just pretend that you will never see accreditation, you go right ahead.

And David...I will take that bet if you want to accept. $100 bucks says PPM data will be currency in NYC next September, and there will be no further delays. I can't predict accreditation...but if it is your concern that they will never get it right and it will never become currency...that is a bet I have to take.

As for Oaktree, that is as close to a burying of the hatchet as I am going to get...so I accept.

pb
 
Phil Boyce said:
USSR says:
Although I don't have the stamina to go into a point by point post-mortem of the previous posts,
Click to expand...

Neither do I. I walked into a little buzz saw with this. DE I am not betting the farm on PPM data. Just like I don't bet the farm on perceptual research or make decisions based on focus groups. I tried to explain how I AM using this data, and WHY I find it so fascinating. If you want to ignore the positive uses of it, and just pretend that you will never see accreditation, you go right ahead.

And David...I will take that bet if you want to accept. $100 bucks says PPM data will be currency in NYC next September, and there will be no further delays. I can't predict accreditation...but if it is your concern that they will never get it right and it will never become currency...that is a bet I have to take.
Click to expand...

I certainly agree that the PPM will become currency. I won't bet on the date, but since most of the arbitron exexcs have stock options, I'd imagine they are motivated to get it on track.

All of that does not guarantee.

1) That the sample will be proper. Call it meeting DDI levels or simply proportionality, it is broken right now.
2) That the MRC will accredit. If they don't, your handy-dandy programming tool is not going to be as effective for sales. *
3) The horrible issue of low listening by women, caused by the inconvenience and ugliness of the meter itself, is being swept under the carpet.

* I have been in what is now a top 15 US market when it had no ratings (similar to non-accredited ratings today) and the effect was that market billings fell by 50% in two years.
 
Thank you, Phil. Hatchet buried.

May most of your PPMs from now on be in the buyer's demos and your cume even stronger ... and may you have much more continued success.

I admire your spirit and respect your formidable passion for what you do.

And I am a fan of SNO and of Mark Simone, who I liked at lot at WIP in Philly way back when. Kind regards.
 
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