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 ]
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