Harker Finds More Questions On PPM's Effectiveness
April 27, 2015 at 10:37 AM (PT)
In their latest post in their Radio Insights blog, HARKER RESEARCH contrinues to look into the PPM’s ability to successful capture listening. After dissecting the only study done on the subject, RICHARD HARKER and GLENDA SHRADER BOS still have unanswered questions.
Citing from the RAB probe into the PPM’s effectiveness, they found out that “In NOVEMBER of 2004 the PPM participated in a test where 33 radio stations were played in various environments and levels of “noise.” The PPM correctly identified 59% of the total radio sessions, in an environment where the goal was 50-70%.
“The RAB seemed satisfied with the response. However, there’s no evidence that the RAB actually looked at the study ARBITRON referenced … The study was funded by the U.K. radio community … it was (and remains) the only publicly released study on PPM. We personally spoke to the lead researcher and concluded the study was thorough, objective, and we believe well designed."
And what, exactly, did it find? “The PPM’s performance was mixed,” the duo noted. “In the 28 cases where conditions were nearly perfect with the radio playing loudly in a quiet room where the meter was exposed and close to the radio, PPM got it right every time. However, as soon as conditions dropped from perfect, success rates fell rapidly.
“For example, the meter was able to identify less than three-quarters (73.4%) of the stations in the next two easiest scenarios. At level 4, a level at which the researchers thought the meter should be able to identify the station, PPM only got 151 stations right out of 266 tries, a little better than half (56.8%) of the trials. PPM identified only one-quarter (24.0%) of the stations played in the most difficult three scenarios.
“So the response to RAB that PPM correctly identified 59% of the radio stations is somewhat misleading … (It should be noted that in a comparison PPM alternatives proved no better, so PPM is not alone in failing to ID stations.)”
Yet that wasn’t the only revelation. Find out what else they discovered by clicking here.