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What do you change because of PPM?

E

ellenparks

In the day we placed clusters in the middle of quarter hour quadrents, we never broke for a cluster in the first quadrent of the hour. We placed news so as to end just before our competitor's. Some of us swept music across certain quadrents etc all because of the old arbatron diary.

Now we have PPM so what have you changed about your clock each hour because of PPM? Where are you doing what?
 
HI Ellen Parks,

This is great stuff! Hope to hear more discussion about this and other very relevant, current issues.

We don't subscribe to Arbitron but used to get the general data. Unfortunately, the latest ratings cycle has resulted in Arbitron not publishing general data for stations that aren't subscribers.

PPM gives more accurate data but the problem is, that offices tend to play radio stations that are AC, soft AC or oldies station. So people working in an office are going to skew numbers for that particular station/format, yet may not even like the station.

I still believe it is a lot of trial and error. I think stations will try to run shorter spots sets. People driving in a car are much more likely to switch a station when ads come on. Also, when it comes to music, the programmer had better be on top of his/her game all the time. Can't play a loser song . Every song has got to be a winner. We use mediabase and compare what the best rated stations in our format are playing.

Also check out this article.

http://radiointelligence.com/2010/03/10/how-ppm-is-changing-music-radio-stations/
 
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