Paragon: L.A. Ratings Recall Illuminate Overall PPM Problems
June 25, 2014 at 9:08 AM (PT)
The folks at PARAGON MEDIA STRATAGIES are frustrated -- and in their recent blog write, "the NIELSEN recall of the APRIL LOS ANGELES PORTABLE PEOPLE METER (PPM) ratings provides an opportunity to talk about what radio researchers and consultants know to be the shortcomings of the PPM sample."
PARAGON explains, "our frustration with the PPM sample springs from the fact that it’s nearly impossible to identify a target audience from month to month. Those of us who dive under the hood observe significant bounces from month to month among station ratings. Remember ARBITRON used to warn about putting too much importance in their monthly ratings. Now, monthly ratings are the standard currency. LOS ANGELES, the second largest market, is as good as it gets with over 2,700 daily in-tab PPM meters in the sample. The only significant Share change during the L.A. ratings recall occurred among a station targeting the Hispanic audience (KXOS). By way of comparison, let’s say you’re in a market ranked in the 30s with 1,100 daily in-tab panelists or 980 weekly in tab. You’ve got about 40% of the L.A. sample."
Summing up, they write, "this problem will fester until NIELSEN makes good on its promise to measure all media with the people meter. With platforms like phone and computers, the sample will have to be expanded exponentially to measure the hundreds if not thousands of media outlets NIELSEN purports to measure in the future."
Read the full post here.