Harker: Bigger Radio Groups Not Necessarily Better In PPM
July 24, 2012 at 3:52 PM (PT)
In the latest post in HARKER RESEARCH's "Radio Insights" blog, RICHARD HARKER and GLENDA SHRADER BOS find out bigger isn't necessarily better when it comes to radio groups and PPM success.
"Are you more likely to hit the bull’s eye throwing one dart or a thousand?" they wrote. "A thousand, of course. The more times you try something, the more likely you’ll succeed.You’d think it would be the case with ratings success, but it's not always true.
"HARKER RESEARCH looked at winner’s in ARBITRON’s PPM markets and found that companies that own a lot of stations do win often, but not as often as you might expect," they continue. "If stations were radio darts, we would expect CLEAR CHANNEL to have more winners than any other group because they have more stations. However, as it turns out, the dart analogy isn’t completely accurate for radio. While size does matter, a few smaller groups outperform their larger competitors."
Read the entire post here.