Paragon Supports Third Party Review Of Voltair
August 7, 2015 at 3:25 PM (PT)
In his latest blog, PARAGON's LARRY JOHNSON comes out in favor of a neutral third party review of VOLTAIR.
JOHNSON writes that, according to RESEARCH DIRECTOR, INC., VOLTAIR -- in their limited sample -- significantly increased PPM ratings. This observation directly contradicts NIELSEN’s assertions that VOLTAIR has little if any impact on ratings.
He admits that NIELSEN will dismiss the findings as "anecdotal," but insists "the observations are sobering."
JOHNSON suggests "the results are also consistent with PARAGON’s own knowledge of clients who have installed VOLTAIR."
He concludes: "As persuasive as NIELSEN’s lab tests on VOLTAIR’s effect on PPM ratings are, if they don’t stand up to real-world, empirical observations, then NIELSEN needs to revise its position."
As long as radio station operators think they can reap the advantages Voltair may offer to the ratings and therefore to the increased revenue those spiked ratings may bring, radio operators will use Voltair.
JOHNSON goes on to suggest "only a quantifiable study of known stations with VOLTAIR in use will prove or disprove its validity. Lab tests are good. Real world tests are better. PARAGON encourages NIELSEN to provide amnesty to all stations that are willing to pull back the sheets and allow for a verifiable study of its impact. Anything less will keep the guessing game in play, and undermine the validity of radio ratings."
JOHNSON suggests "a third party should be the one to conduct a quantifiable study about VOLTAIR’s impact on PPM ratings."