Harker: Canada Bans Voltair Processor. Is U.S. Next?
June 15, 2015 at 7:28 AM (PT)
In the latest post on the Radio Insights blog, HARKER RESEARCH notes, "Canadian broadcasters pride themselves on the diversity of formats available to Canadians. While U.S. radio is dominated by a handful of PPM-friendly formats, Canadian broadcasters have made an effort to maintain format diversity despite low ratings fueled by PPM’s flaw of under-reporting listening to some formats."
"Now NUMERIS, the Canadian rating organization, has chosen to jeopardize CANADA’s diverse format landscape with a misdirected attempt to maintain the status quo," adds HARKER. "NUMERIS has declared PPM untouchable. Consequently the organization will perpetuate the un-level playing field that PPM created when it replaced diaries in CANADA."
The blog points out that the "problem started when Canadian broadcasters, learning of the success of VOLTAIR in the U.S., decided to try it themselves. A few stations installed VOLTAIR and saw immediate results. VOLTAIR rating spikes in the U.S. generate stories of miraculous gains and record ratings. In CANADA, rating spikes caused consternation and concern. Ultimately NUMERIS felt it had to act. It instructed its broadcast members to pull VOLTAIR."
Read the full post here.