Harker: Everything You Know About Programming For The PPM May Be Wrong
May 29, 2015 at 10:31 AM (PT)
Two days ago, HARKER RESEARCH Sr. Partner RICHARD HARKER produced data in his latest Radio Insights post that found PPM Occasions rising dramatically at two stations using the new VOLTAIR technology (NET NEWS, 5/27). HARKER expanded on VOLTAIR and PPM inefficiencies in this week’s POWER PLAYER interview.
One of his conclusions: If radio is programming to optimize PPM measurement -- and PPM measurement isn’t nearly as accurate as it’s supposed to be – then those programming techniques are just as inaccurate as the PPM.
“This is an issue for not just station management, but for everyone in radio who reads ALL ACCESS,” HARKER said. “Because if VOLTAIR is right about the problems with PPM in encoding, then basically everything we understood about how to win in a PPM market is wrong ... everything! Everything was predicated on the fact that since the PPM was accurate, we needed to act on what we learned from it. Such as shutting up jocks. Radio has been depersonalized in terms of personalities because we saw the numbers go down and thought listeners didn't like jocks. Now it turns out that the jocks weren't getting credit for hours because the PPM dropped out during momentary pauses and soft-volume moments. End result: A lot of high-profile jocks are out of work because we thought they talked too much and listeners didn't like it when they did. Now we'll have to completely rethink it.”
Read the entire interview here.