Will More PPMs In Minority Areas Mean Higher Ratings For Black and Hispanics For

[kevinsealy]

Arbitron said they'll be reaching out to Non-White areas starting for the July PPM period which started on June 24 and ended yesterday.

Since the PPMs went into effect last year, many Black and Spanish formatted stations saw their ratings plummet and their revenues drop including WSKQ and WRKS (98.7 Kiss-FM).

This resulted in programmers of these stations to call on the Congressional Black Caucus to look into the matter.

In the second week of August the July PPM numbers will be released. And it will be interesting to see how WCBS-FM and WLTW (Lite-FM) New York's two top rated stations will rank.




Thanks,
Kevin L. Sealy

 

[davideduardo]

Arbitron said they'll be reaching out to Non-White areas starting for the July PPM period which started on June 24 and ended yesterday.

In the second week of August the July PPM numbers will be released. And it will be interesting to see how WCBS-FM and WLTW (Lite-FM) New York's two top rated stations will rank.

Arbitron is employing Address Based Recruiting in areas of certain metros, including New York, starting with the July survey. There is a press release on their website. They will roll out this technique in, I believe, 25 PMM markets by year end.

However, since the PPM panel turns over around 6 to 8 percent a month, any effect of the recruiting change will only affect a few percent of the panel in July... panel that in part would have been recruited by more traditional methods before.

Arbitron is not changing the proportionality of any ethnic group in the market... but hopefully this technique results in a more representative recruit / panel and in eventual MRC accreditation.

This recruit technique is not experimental... it has been in use in Houston for years and resulted in the first MRC accreditation for the PPM in that market. ABR, however, is more expensive.