PPM Indicates All-Christmas Stations Take Off After Thanksgiving
November 21, 2006 at 9:49 AM (PT)
ARBITRON reports that its PORTABLE PEOPLE METER (PPM) testing in PHILADELPHIA and HOUSTON has shown that stations that have changed to all-CHRISTMAS music have seen a significant impact on their ratings only after the THANKSGIVING holiday.
In PHILADELPHIA in 2002, AC WSNI switched to all-CHRISTMAS music on VETERANS DAY, but didn't see its ratings increase until just after THANKSGIVING (see weekly PPM trends below).
Tracking the audience week-to-week over less than a two-month period is something only the PPM can do reliably.
In HOUSTON in 2005, AC KODA flipped to all-CHRISTMAS on NOVEMBER 18, and the ratings for the station remained relatively flat until after THANKSGIVING.
ARBITRON VP/Communications THOM MOCARSKY said, "Tracking the audience week-to-week over less than a two-month period is something only the PPM can do reliably. The quarterly diary service can’t show you how big the weekly audience dividends are for going all-CHRISTMAS. They all get 'washed out' in the fall three-month average. And only PPM can deliver that 13th 'holiday' ratings report between the last month of the fall survey and the first month of the winter survey."