Coleman: Misreading PPM And What Drives Ratings
January 7, 2014 at 8:40 AM (PT)
COLEMAN INSIGHTS Chairman/CEO JON COLEMAN writes on the company blog, "It has been more than three years since the last PPM-measured markets were launched in the U.S. and CANADA. As an industry we have learned a lot about ratings, most of which has been good for radio.
"However, reflecting on what we have learned, I wonder if we are focusing so much on reducing tune-out that we have ignored or paid insufficient attention to what makes a person a loyal fan. And, I wonder if part of the declining loyalty to radio stations as evidenced by a decline in listening to the medium as a whole is a function of reacting incorrectly to the data we generate from PPM."
He continues, "PPM is great at measuring audience. Everyone will agree that it has shown us that there is a big difference between what people think they are listening to and what they are actually are listening to. PPM has also helped radio cleanse itself of a lot of self-serving programming 'junk' that stations used to run because pre-PPM there was no evidence that it was hurting the ratings. However, I think that PPM may have caused radio programmers to become slaves to the 'in the moment' and lose track of what really builds ratings."
Read the rest of COLEMAN's thoughts here.