Randy Kabrich: About That 39% Enhanced CBET/Voltair Increase...
July 13, 2016 at 4:04 AM (PT)
Beginning in the FALL of 2015, and through much of the beginning of this year, there was a lot of talk about VOLTAIR -- the audio enhancer that many claimed helped boost their PPM numbers. Consultant RANDY KABRICH began blogging about the system last summer (NET NEWS 7/21/15).
Now, KABRICH is back, and blogs, "In early OCTOBER 2015 NIELSEN announced the results of their enhanced CBET testing in the WASHINGTON, D.C./BALTIMORE markets that had taken place over the previous two months. They proudly stated that, using the new enhanced CBET, 39% of the 289 rating combinations across five (unknown) demos and six (unknown) dayparts of 14 (unknown) stations went up by a .1 AQH Rating. If you were thinking 5 x 6 x 14 = 420, you were not alone (not to mention that 14, 5 and 6 do not even divide into 289 evenly). So if the 289 station/daypart/demos NIELSEN continues to insist is correct is actually incorrect, could the entire premise of 39% be wrong as that number is key to calculating the percent change?
"Radio generally ignored this discrepancy and viewed the announcement as 39% of the stations would be going up. Almost a 50/50 chance it would be theirs. Playing these odds, NIELSEN quickly rolled out the new enhanced CBET encoders late last year (OCT-DEC).
"Now that close to 100% of the PPM stations are using the new encoders and/or VOLTAIRS, what exactly did NIELSEN actually deliver in the all important Persons 25-54 rating which is the key demo for roughly 50% of radio revenue?"
KABRICH details, "Before the new enhanced CBET -- The first VOLTAIR (the first code enhancer) was installed into a small PPM market in early SPRING 2014; another went into a large market in late Spring 2014 (based on comments VOLTAIR representatives made at trade shows). With this information, the JUNE 2014 PPM monthly NIELSEN report (which primarily measured MAY) can give us a valid ‘before’ comparison of the PPM markets without VOLTAIRS (with the exception of one or possibly two stations with VOLTAIRS already installed).
"By the JUNE 2015 PPM results, based on comments VOLTAIR representatives made to trade publications, one can estimate that of the 600-700 VOLTAIRS shipped, they were installed at roughly 60% of the stations in PPM markets.
"After the new enhanced CBET, The AFTER comparison was a big surprise. The current PPM JUNE ’16 monthly is two years after the first VOLTAIR and coming up on one year after NIELSEN’s test install of their enhanced CBET encoders (in WASHINGTON/BALTIMORE). During this two-year period, almost all stations have installed some type of PPM signal enhancers. However, in this current monthly, the PUR (Persons Using Radio also known as PUMM Persons Using Measured Media) in WASHINGTON, D.C. was actually DOWN (AQH Rating A25-54 M-S 6A-12M) from JUNE 2014 to JUNE 2016. In fact, a full 25% of the 48 PPM markets are down or flat in PUR."
Read the rest of the post and get detailed data here.