Harker Research: Beating PPM Easier Than You Think
October 9, 2012 at 12:15 PM (PT)
In the latest post in HARKER RESEARCH's "Radio Insights" blog, RICHARD HARKER and GLENDA SHRADER BOS ask, "Which strategy is better: One that has an 87% chance of growing your share, or one that might have an 8% chance? That’s an easy call. You’d pick the 87%, right?"
Then ask, "Then why are programmers focusing on the 8%?"
"ARBITRON looked at PPM ratings across all 48 markets and showed that Cume is far more important than TSL, roughly ten times more important in gaining share," they note in the blog. "Yet all the focus has been on TSL, trying to get people to listen more often. It doesn’t work. ARBITRON proved it. HARKER RESEARCH confirmed it."
Read the full blog here.