DMR, Arbitron And UW Madison Set To Release PPM Study
May 31, 2007 at 8:36 AM (PT)
DMR, ARBITRON and the UNIVERSITY OF WISCONSIN's AC NIELSEN Center for Marketing (UW-MADISON) are set to release in depth PPM research this summer. The new study, entitled: "P1's in a PPM World: New Insight Into Who Matters Most," is the first-ever study of listener loyalty and preference (P1, P2, etc.) patterns over time. The research team analyzed over one year’s worth of daily panelist-by-panelist level data from the HOUSTON PPM.
According to DMR Pres./COO TRIPP ELDREDGE, "This is our second and most important PPM study in as many years because it reveals what drives the ratings in the PPM world and, perhaps as important, it helps us understand more about consumers in diary markets."
Although the final version of the paper is not yet complete, there are significant initial findings that will be of interest to both broadcasters and advertisers. According to UW-MADISON’s TY HENDERSON, "The listening preference patterns in this analysis mirrors what we see in many consumer products: A select few drive the majority of the category. Knowing who matters and who to target will be critical to stations’ marketing and programming."
For additional information in regards to the upcoming white paper, as well as the ongoing PPM research being done by ARBITRON, DMR, and the UW-MADISON, please visit DMRinteractive.com.