MindShare Details PPM Buy Policy
November 16, 2007 at 2:11 PM (PT)
As ALL ACCESS tipped you first on WEDNESDAY (NET NEWS 11/14), MINDSHARE is set to begin PPM-based radio buys with 90% delivery guarantees.
TODAY, MINDSHARE Pres./Local Broadcast KATHY CRAWFORD followed-up by saying, "MINDSHARE has always 'posted' radio for educational purposes in the diary markets, and we will continue to do so. The goal in the PPM markets is to post with accountability from both sides. MINDSHARE’s Local Broadcast department in concert with our research department has been working with ARBITRON to find the statistically reliable methods we might employ to make the PPM the 'postable' tool. That will include the reliability of data sets and the time period of same."
CRAWFORD continued, "The memo from our buyer mentioned that we would be looking at compensatory weight in the future. While we haven’t determined the exact methods to do so yet, we will soon. We are not the only agency looking for this kind of accountability and we feel strongly our clients deserve it. We were also pleased to get the support of companies like ENTERCOM and DAVID FIELD, along with WBEB in PHILADELPHIA, who are supporting posting radio in the PPM markets. We are all working toward a standard by which we can achieve that mutual goal."
Crawford Adds More
ALL ACCESS spoke directly to CRAWFORD about posting against numbers that are now in question from broadcasters. She said, "I have asked ARBITRON to tell me what is statistically reliable and configurations of same -- and how it is affected by demo, for both sides. We have worked very closely on this with our broadcast partners like JERRY LEE and DAVID FIELD. it comes down to getting agreement from all sides on these issues.
"ARBITRON will say they are not in the posting business but their numbers are, and need to be statistically reliable. They haven't done that yet, and I am assuming we will find out more information on 18-24 and 25-34 demos following the upcoming ARBITRON ADVISORY COUNCIL meeting in DECEMBER."
CRAWFORD added, "I understand why stations are unhappy with some of the In Tabs. We now have electronic ratings -- it's a step in the right direction and there is more right with it than wrong and ARBITRON will get this fixed. The subject at hand is posting ... and clients need accountability for what they are buying."
One of MINDSHARE's resources is GROUP M RESEARCH. ALL ACCESS spoke to Managing Partner LYLE SCHWARTZ about the current PPM numbers. He said, "We take a look at all the statistical issues and distribution of age, sex and deployment of the sample, and specifically how does the daily sample perform each day. There must be certain minimums or the reliability of the data degenerates. Looking at the alternative to PPM is the diary which has wider error swings which we've lived with for years. I understand the need for the In Tab to be as large as possible. The present In Tabs doesn't mean that they are wrong. It simply means that the error possibilities or ranges of error are greater."