Dick Broadcasting/Greensboro: Almost A Year Without Nielsen Audio PPM Ratings
August 11, 2016 at 8:16 AM (PT)
Last year (NET NEWS 5/25/15), DICK BROADCASTING publicly announced that it had decided to move forward without using NIELSEN AUDIO's PPM measurement for ratings currency, and began relying on EASTLAN RATINGS, exclusively, effective in OCTOBER 2015, when its contract with NIELSEN lapsed.
In the last four surveys, SUMMER 15, FALL 15, WINTER 16, SPRING 16, here is how Top 40 WKZL and sister Classic Rocker WKRR have trended,12+:
- WKZL: 6.9 - 5.7 - 5.9 - 6.6
- WKRR: 5.9 - 6.1 - 5.0 - 5.6
ALL ACCESS asked Dir./Programming JASON GOODMAN for an overview so far in this ratings and revenue experiment as his responsibilities carry into both arenas. "DICK BROADCASTING has not experienced any negative impact in sales or revenue since we discontinued our ratings service with NIELSEN and have subscribed exclusively to the EASTLAN RATINGS service."
GOODMAN pointed out, from his perspective, some of the reasons for the change. "We feel EASTLAN more accurately represents the population as the sample size is much bigger than PPM. EASTLAN does a better job of measuring listening engagement and less of something that is just on in the background that people may not be listening too.
"EASTLAN also helps avoid anomalies as new panelists are brought at a much higher rate resulting in less dramatic swings in ratings. In our PPM experience, a couple meters can have a significant impact with ratings and at times we could see a gain or a loss of close to 100,000 listeners in one week with NIELSEN."
And GOODMAN went on to answer these specific questions:
Q: Are the EASTLAN rankers in 12+ and in demos comparable to or better than NIELSEN?
A: There are some similarities and differences in ratings with EASTLAN and PPM when looking at share, rank, and rating point. There does seems to be less wild swings with EASTLAN so far.
Q: Have you had any positive impact from switching over?
A: Yes! Especially for our bottom line as PPM is significantly more expensive. With the adoption of PPM, rating points became compacted. We didn't feel we needed to spend an enormous amount of money to tell us we are higher or lower by tenths of a point each month.
As EASTLAN seems to show slightly lower cume, the rating point overall is significantly higher for most stations. Overall for the medium EASTLAN seems to show more engaged listening. For instance, listeners that are true fans of the radio stations. This is great for our advertisers looking for significant ROI. On the other hand, we feel that PPM can pick up what may be on in the background that you might not actually be really listening to.
Q: How about local revenues and national revenues -- are they up or down?
A: We are trending up in local revenues and are experiencing very similar revenue levels on the national level, so far.
Q: Any client resistance at all to your change in adoption of EASTLAN over NIELSEN's PPM numbers?
A: As of now, we've had no real client resistance to the change in "currency" for ratings.