Mark Ramsey Media Declares: 'It's Time To Drop Nielsen's PPM' -- Nielsen Responds, Ramsey Responds
August 9, 2016 at 3:04 PM (PT)
MARK RAMSEY MEDIA President MARK RAMSEY has taken the ball and run with it in his blog "It's Time To Drop NIELSEN's PPM" following the disclosure in TOM TAYLOR NOW that NIELSEN will allow up to 16 PPM devices in a single household. RAMSEY notes "that one current in-tab household has 13 meters, and nine of them belong to people under the age of 17."
RAMSEY goes on to quote, "NIELSEN likes stability on the panel, and this particular household has been in the sample for quite a while. Imagine replacing them when they leave after as much as a two-year tenure. That will require placement into multiple households to achieve 13 new meter-carriers, and it costs NIELSEN money. But a couple of stations in NIELSEN markets aren’t crazy about the possibility of one household with more than a dozen PPMs. We know that younger children can be influenced by the media behavior of their parents or older siblings, for instance. Subscribers aren't allowed to know the identity of panel members."
In his blog, RAMSEY calls it " ... a perversion of the ratings system, flat out. And it's one of many reasons why NIELSEN subscribers should be up in arms." Just last WEEK, MAX MEDIA/NORFOLK GM DAVE PAULUS announced that his cluster -- which includes Country WGH-F (EAGLE 97.3), AC WVBW (92.9 THE WAVE), Top 40 WVHT (HOT 100.5), Sports WVSP-F (ESPN RADIO 94.1), and Gospel WGH-A (STAR 1310) -- were moving forward without NIELSEN AUDIO (NET NEWS 8/5).
NEILSEN commented on RAMSEY's blog, telling ALL ACCESS, "We strongly believe in and stand behind our PORTABLE PEOPLE METER (PPM) technology. Our 70,000+ PPM panel is representative of the marketplace. While the tenure of individual NIELSEN PPM panelists vary by demographics, on average, a person is part of the panel for 11 months. While less than half a percent of our in-tab persons come from households with 10 or more residents, our average household panel size for people 6 years and older is 2.5 persons per home for all PPM markets. This is in line with the household universe estimate of 2.4 persons per home. NIELSEN's PPM technology will continue to deliver currency grade metrics that the radio and advertising industries depend on to transact with confidence."
Ramsey Responds To Nielsen
RAMSEY, reading NIELSEN's comments, asked, "Why allow up to 16 per household? So 350 panelists come from HH's of 10 or more, am I doing the math right? That's 35 HH's. Let's say those HH's are weighted towards larger markets, as I'm guessing they are. That could mean YOUR large market contains SEVERAL of these HH's. How does that feel, radio? Are you getting what you paid for?
"Why not tell us WHICH markets contain even ONE HH with 10 meters? Maybe subscribers would like to know that. Maybe subscribers would like Nielsen to explain how THAT is random and representative."
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