KDAY & KDAI Agree To PPM When Launched In L.A.
June 25, 2007 at 9:15 AM (PT)
ARBITRON announced today that MAGIC Urban simulcast KDAY & KDAI/LOS ANGELES have entered into a multi-year agreement for ARBITRON’s radio ratings services that include Portable People Meter audience measurement services when the PPM system is deployed in LOS ANGELES starting in JANUARY 2008.
"We see our commitment to the ARBITRON PPM as another important step forward in the series of significant improvements that we’ve made to the 93.5 KDAY/93.5 KDAI synchrocast over the past year," said MAGIC BROADCASTING Market Mgr. ROY LAUGHLIN. "Along with the 70% improvement in our signal and our multi-year agreement to air STEVE HARVEY in the morning, we expect the ARBITRON PPM to help us showcase the increased value that our station audience will provide for advertisers in LOS ANGELES."
Beginning in JANUARY 2008, L.A. is scheduled to become the fourth radio market in the U.S. to be measured by the ARBITRON PPM. PHILADELPHIA was the first market to make the transition to PPM measurement in APRIL 2007. HOUSTON will make the full transition in JULY 2007. NEW YORK is slated to switch to PPM starting in OCTOBER 2007.
LAUGHLIN added, "As for 93.5 KDAY/93.5 KDAI specifically, PPM tests reveal the average Hispanic radio listener tunes into six stations a week vs. three historically reported in the diary. This increased tune-in list will, in my opinion, create a stronger competitive audience rank for L.A. radio stations appealing to Hispanics beyond the top three recall radio brands in the diary. Hip-Hop has big appeal with Latinos in L.A., but in the recall diary method most of the TSL among Latinos went to Spanish-language stations. We believe Hip-Hop, and KDAY & KDAI specifically, will grow in relative audience strength in an L.A. PPM world vs. a recall diary world."