Paragon's Mike Henry Jumps Into The Nielsen PPM Discussion
August 11, 2016 at 4:01 AM (PT)
MARK RAMSEY MEDIA Pres. MARK RAMSEY started a conversation about NIELSEN's PPM, when on TUESDAY (NET NEWS 8/9) he wrote in his blog "It's Time To Drop NIELSEN's PPM," adding, NIELSEN will allow up to 16 PPM devices in a single household and continuing, "that one current in-tab household has 13 meters, and nine of them belong to people under the age of 17."
Then YESTERDAY (NET NEWS 8/10), In the latest blog from HARKER RESEARCH's RADIO INSIGHTS, "Why Good Looks Bad And Bad Look Good," the issue of the margin of error in NIELSEN ratings is tackled, so-called "wobbles," where the "real numbers" might be higher than reported ... or they might be lower."
Now, PARAGON CEO MIKE HENRY takes to the company blog to write, "I applaud fellow radio researchers MARK RAMSEY and RICHARD HARKER calling for an end to radio’s unbalanced and dysfunctional relationship with NIELSEN RATINGS. I’ve been making the same suggestion for many years. Unfortunately, only the major radio groups can do anything about it, and so far, they have chosen not to do so.
"You would think they would be bothered by inadequate sample sizes, roller coaster ratings, and a NIELSEN stock price that is higher than their own! Apparently not. Radio is horrible at representing itself as an industry, and no worse example exists than radio’s over-reliance on a flawed ratings system.
For many years, I’ve been saying that radio needs to significantly alter its current client-vendor relationship with ARBITRON and now NIELSEN for a healthier ratings marriage that puts broadcasters and their needs first. For a better relationship, one only has to look north of the border to CANADA, where broadcasters operate a non-profit ratings agency that is devoid of all the ratings controversy we have in the states. Yes, CANADA’s NUMERIS is a non-profit entity that uses the same PPM methodology, but they have adequate sample sizes and greater ratings stability. Why can’t American radio groups follow that model?"
Read the full post here.