Paragon Not Sold On PPM's Proof of ROI
July 10, 2013 at 3:55 AM (PT)
In its latest blog, PARAGON MEDIA STRATEGIES contributor LARRY JOHNSON still has issues with ARBITRON'S claim of providing "granular data" that prove sales for advertisers through the PPM.
"Perhaps when a spot schedule over several radio stations in a market is aggregated, the PPM reliability is better than what we at PARAGON have seen on an individual station level, 'JOHNSON wrote. "After all, the whole reason for this exercise is to have radio look better to attract more ad dollars; a.k.a. a larger piece of the advertising pie. And sure enough, radio delivery looks better when viewed through the PPM/TRP lens."
However, "I’m suspicious about anything that incorporates ‘granular PPM data,'" he concluded. "In our client’s ratings analyses, we’ve observed that PPM can’t reliably report a station’s audience composition. How then can ARBITRON give us accurate minute-by-minute results based on PPM? I fear this is yet another ethically challenged packaging of suspect data.
Read the entire blog here.