FMQB - What we've learned from the Philly PPM... So Far

Useful Insights for PPM and Diary Markets  by Gary Marince

With the successful launch of the Arbitron Portable People Meter as the official source of ratings in Philadelphia late last month, we’re witnessing history in the making: electronic ratings for radio is finally a reality. And as exciting as it is for markets who are converting to PPM, the lessons learned from Philadelphia and Houston are easily translatable to markets which may not see PPM anytime soon.

Keep in mind that PPM is actually a form of behavioral research. Among the benefits of using a panel of consumers who wear the PPM over a long period (as opposed to Diarykeepers who are engaged in the ratings process for only a week), we’re observing the same group of people using radio over time. We see how they change listening habits and often can associate why they do so. Programmers now have unprecedented insight into how people use and listen to radio.

So, what behaviors are we seeing and what lessons can we learn?  For programmers, the importance of P1 listening is...  [ MORE ]

Also see  ArbitronPDCentral.com Blog

Philadelphia dial-flippers churn radio ratings

The first batch of radio ratings obtained through Arbitron's new electronic system presents a very different picture of Philadelphians' listening habits.

Many stations are boasting larger audiences - but the audiences are more restive, flipping the dial more than Arbitron previously estimated.

... The initial report, covering March 8 through April 4, showed little change in rankings among rock, oldies and news formats.

However, the time spent listening sank dramatically; the weekly average among listeners ages 12 and older dropped from 20 hours last fall to 121/2. PPM indicated that Philadelphians listen not to two or three stations, as paper diaries said, but to five or six.

... Arbitron reported that while African Americans still report the highest time spent listening of all consumer segments, stations targeting urban audiences suffered under the new system.

... The National Association of Black Owned Broadcasters issued a statement questioning the PPM methodology, and the makeup and administration of the sample panel. The NABOB is holding meetings with Arbitron.  [ MORE ]

MediaDailyNews: Media Researchers Live in Interesting Times

The past few years have witnessed a proliferation of new audience data from Nielsen as well as other research companies. But are agency media research departments adequately staffed to optimally analyze, understand and use this new data? Most of us are familiar with the ancient Chinese proverb, “may you live in interesting times” That sentiment is very appropriate in the field of media research.

For years, the industry has groused about Nielsen being slow to produce more and better data. Well, they’re producing lots of it now, with more planned. But guess what? There may not be enough people employed in media research departments at media agencies to do comprehensive, compelling analyses. (Starcom may be the exception.) And the demands on their time are likely to grow as additional communication channels are measured and audience data becomes more granular. Exciting times to be sure, but daunting challenges exist.

With so much new data to evaluate and explain–such as commercial ratings, product-placement exposures, engagement levels, DVR playback, etc.–do agencies have sufficient manpower? It wouldn’t surprise me if media research executives are kept awake at night (and distracted during the day) pondering how to analyze and synthesize all the new data and research services, while at the same time maintaining the high-quality servicing of their clients.  [ MORE ]

Radio Online: PPM Marketing Campaign Launches in Philadelphia

The Philadelphia Radio Organization will launch a local marketing campaign to help drive the launch of Arbitron's Portable People Meter (PPM) in Philadelphia. Arbitron has agreed to provide significant seed money for program design, assistance with implementation of the plan in Philadelphia and rights to use the creative execution & campaign plan for other markets.  [ MORE ]

Arbitron PPM @ The Conclave

Arbitron

announces a session on the PPM for the 2007 edition of the Conclave. Entitled "Arbitron Presents Programming Though The PPM Lens," the session will be hosted by VP of Programming Services and Development Gary Maurice on Friday, June 29. The session will present information about the PPM to OMs, PDs and station management.  [ From FMQB ]

The Conclave (Home)

AudioGraphics: Radio Industry, Meet Reality

There's no going back now that Emmis and Clear Channel have stepped into selling advertising with new media. That is, both have allowed Google Audio access to inventory so it may sell avails online.

... There's no going back now. So take a moment to contemplate the future of internet and radio advertising sales.

... Radio revenue will rise as the industry embraces each of these - which it eventually will.

With the power to obtain near-to-real-time reports on the audience (which all the above-mentioned online radio advertising sales systems posses), the client now has the ability to track radio advertising results. There's no going back once an advertiser sees that they can hold their media accountable.

There's no going back to selling by rate card, either. Radio, meet reality.  [ Read Full Story ]

MediaPost: First PPM Results Reveal Ethnic Variations

AFRICAN-AMERICANS LISTEN TO RADIO MORE frequently and for longer periods of time than other ethnic groups, according to data released Friday by Arbitron.

That finding is part of the first "currency" radio ratings in the Philadelphia area, based on results from its Portable People Meter, a passive electronic measurement device. The ratings, covering March 8-April 4, revealed that 9.4% of African-Americans over the age of 6 were listening to the radio during an average quarter-hour measurement period, as compared with 9.1% of the overall radio market.

African-Americans also listened to the radio for a longer period of time, on average, than the population at large: They averaged 12 hours of listening a week, versus 11.5 hours for the total population. Interestingly, the Arbitron data shows that Hispanics listened to radio less than the population at large, on average, with 8.6% of Hispanics surveyed listening during an average quarter hour, and a total average listening time of 11 hours.  [ MORE ]

MediaLife: Radio buyers can expect deeper buys

More Listeners Listen to More Stations Longer

When Nielsen's local people meter was first rolled out, it was a welcome headache for media buyers. It was all the data they could ask for about local TV viewing, coming in place of very little, and it would give a far better, often different picture of what people were actually watching. But it also would take months to digest.

It looks to be much the same with Arbitron's Portable People Meter when it begins rolling out.

The first official radio ratings from Arbitron’s long-in-the-works PPM are out for the Philadelphia market, and those initial ratings suggest very different radio listening behavior than what the old diary system reported.

More people are listening to radio than previously thought. They're also listening to more stations, and they’re doing so for longer periods of time.

And, most significant, ratings for specific demographics are... [ MORE ]

Counting Radio Listeners Stirs Controversy

A few weeks ago, Philadelphia became the first city in the United States to abandon the pen-and-ink diary system of collecting radio ratings data. Instead, Philadelphians who are being surveyed by Arbitron, the ratings measurement service, now wear pager-size devices that register hidden audio tones in nearby radio sound. Arbitron calls the devices Portable People Meters, or P.P.M.’s.

The release of the new data has affected rankings in Philadelphia’s radio market. In particular, stations that cater to a mostly black audience have suffered relative to their competitors. For example, WDAS, an R&B and soul station, was Philadelphia’s No. 2 station last fall, as ranked by its share of all listeners during the average quarter-hour. But in the most recent rankings, it came in at No. 7. WUSL, which plays hip-hop and R&B, went from No. 4 to No. 10.  [ MORE ]