Cooke's Tour Explains PPM At RTNDA@NAB
April 16, 2007 at 11:29 AM (PT)
Consultant HOLLAND COOKE's RTNDA@NAB panel on the coming of the Portable People Meter focused on how the new measurement will change radio's time-honored methods of maximizing ratings.
ARBITRON VP/Programming Services & Development GARY MARINCE gave his presentation on the PPM (a reprise of his demonstration at the recent R&R talk seminar) that noted how the meters do not change the way people listen but the measurement allows for much more rapid feedback on whether changes are working. He explained how the meters pick up more "incidental listening" but while the additions add cume, P1 listeners still make up most of the listening and 69% of individuals' listening tends to be with one station. MARINCE also demonstrated how combining the meter data with MEDIA MONITORS audio for specific times and days can show what content creates ratings spikes.
CBS News KYW-A/PHILADELPHIA PD STEVE BUTLER, whose station is in one of ARBITRON's first PPM markets, noted that the PPM data has validated his past instincts, saying that PDs will discover that "your gut was right." BUTLER said that he sees differences in time spent listening between meters and diaries, with public radio and Urban stations showing much lower TSL figures with the PPM ("some stations people vote for" in diaries while not really listening, he asserted). He said that the "loyalty and reliability factor helps" all-News stations in transitioning to PPM data. BUTLER said that he will look at the coming meter results to examine the effectiveness of things in his 40 year old clock like sports at :15 and :45, traffic "on the 2s," and school closings.
Program directors "with a bag of tactics" will be hurt by the meters, MARINCE said, stressing the need to improve the stations' overall user experience rather than using tricks that are geared to increase recall for diary reporting.