Randy Kabrich Asks, 'What Happens When Nielsen Starts Recommending Which Station To Listen To?'
October 27, 2015 at 4:00 AM (PT)
YESTERDAY (NET NEWS 10/26), ALL ACCESS told you that consultant RANDY KABRICH has been on the record about his feelings on the VOLTAIR box and its ability to really increase PPM ratings. With the enhanced CBET rollout just around the corner, NOVEMBER 2nd, KABRICH explores the VOLTAIR side and the NIELSEN side of this equation. KABRICH believes that most stations will see no increases in their PPM scores in his latest blog entry ... "How Voltair Created Listening Where None Actually Existed."
TODAY (10/27), KABRICH adds to that post, writing, "You might have read MONDAY in some of the trades how NIELSEN gave warnings again about doing or saying anything on the air or in social media to influence ratings. All NIELSEN respondents are aware of the Company that is paying them for their input. The NIELSEN Logo is all over the communication, whether with PPM panel or diary participant."
"For example," KABRICH adds, "here are some diaries sticking out lick a sore thumb about to be delivered to some lucky participant two weeks ago.
"The Envelope is larger in dimensions that most of the other mail, so it is really hard to miss, either by the participant or a post office employee with friends in broadcasting. Imagine how many times a PPM panelist sees that logo from the people paying them for their radio listening over the course of up to 26 months. The ARBITRON logo was on the back label of the PPM 360. I would imagine by this time the NIELSEN logo is on the back of the PPMs."
KABRICH asks, "So what happens when NIELSEN starts recommending to panelists which stations to listen to? Huh? How would panelists react?"
Read the full blog here.