Harker: Voltair Significantly Increases PPM Occasions
May 27, 2015 at 12:23 PM (PT)
In the latest post on the Radio Insights blog, HARKER RESEARCH was able to crunch data from two stations to measure the impact of VOLTAIR technology on their PPM results. The data showed that Occasions increased anywhere from 25%-60% by using the VOLTAIR box.
“While this is the most definitive published analysis of VOLTAIR to date, it comes with several qualifications,” Sr. Partner RICHARD HARKER wrote. “We’ve only looked at two stations and two formats. We can say with confidence that the two stations’ gains were a direct result of VOLTAIR.
“However, as we have repeatedly emphasized, results will vary across formats and content," he continued. "The quality of PPM encoding depends on content. Some content encodes well, other content not so well. VOLTAIR’s potential for improving a station's ratings ultimately depends on how poorly PPM is encoding the station's content.
“The most important lesson here is that the rumors about VOLTAIR helping improve ratings are true,” HARKER concluded. “This is the clearest evidence that PPM as implemented is flawed. PPM does not capture all listening, so it under-estimates radio listening -- potentially by a lot for some formats.
“The solution is for NIELSEN to admit that the problem exists and agree to a time-table to fix it. It is likely that PPM will never be perfect. It will never capture all listening, but missing 20%, 50%, or more should be unacceptable.”
HARKER goes into greater detail on the PPM and VOLTAIR, as well as the potential repercussions of the recent revelations in this week’s POWER PLAYER interview.