Harker: Voltair Use May Be Cause Of Overall AQH Growth
August 12, 2015 at 4:31 PM (PT)
In its latest post, HARKER RESEARCH crunched the AQH numbers and found that industry-wide AQH rising for the first time after years of decline. Why? The ratings service credits the assimilation of VOLTAIR.
"Early on with few stations using the box it was easy to tell which stations were using VOLTAIR," the column notes. "They were the stations spiking in the ratings. Now with penetration increasing, we have VOLTAIR stations competing against other VOLTAIR stations."
Now that several, if not many, stations in a many markets are apparently using VOLTAIR, one can better gauge its effectiveness by the overall rise (or fall) of AQH. For instance, in 2014 -- like previous years -- "a handful of markets would gain AQH, perhaps three or four, while the majority of markets would lose AQH," the post notes. "Since the appearance of VOLTAIR we’ve seen the number of markets growing AQH tremendously increase. In JULY 2015 ... 10 times as many markets grew compared to JULY 2014. Maybe there is some other explanation for this unprecedented growth, but the growth coincides with the introduction of VOLTAIR."
Furthermore, while some may scoff at "an index of 103 suggesting 3% growth" as "anemic, and nothing to shout about ... we have to put the recent rate of growth in the context of over a decade of decline. PPM declines in 2014 were approaching 5% before VOLTAIR’s appearance. So far this year the swing is 8%, and that is something to shout about."
Read the entire column here.