Arbitron Consultant Fly-In Discusses PPM Issues
December 13, 2007 at 1:08 PM (PT)
ARBITRON is holding its annual winter consultant fly-in at its COLUMBIA, MD headquarters this morning. The day long session started out with MEDIA SENSE President BOB MICHAELS and his client -– ABC RADIO’s SEAN HANNITY -– discussing how they’re adapting to PPM. HANNITY proclaimed himself a ratings junkie and is one of PPM’s biggest fans.
President/Sales & Marketing PIERRE BOUVARD addressed the delay of the PPM and reviewed topics that had been discussed with the ARBITRON Advisory Counsel. The company’s JOHN SNYDER disputed some of the information in trade publications about sample size and the correlation to ratings. SNYDER showed data that while the Hispanic compliance went up dramatically in Houston, the ratings for Hispanic stations did not change. SNYDER also shared that the wobbles in the monthly PPM shares were half of what they were in the diary and the data remains significantly more stable.
In a late morning Q&A session, BOUVARD noted that they would now be releasing cume and 6+ AQH share numbers to the press. He said that the company was initially concerned about the comparison of diary shares right next to PPM and felt that the larger cume number would be a positive for radio (as TV reports audience numbers). However, after some feedback, ARBITRON will now release both moving forward.
Country consultant JAYE ALBRIGHT finished the morning showing the effect of an artists in studio appearance, when KENNY CHESNEY came into HOUSTONand appeared on CBS’s KILT and COX’s KKBQ. While both stations benefited, KILT and KKBQ responded differently.
COLEMAN’s WARREN KURTZMAN gave a preview of their forthcoming study about how features and benchmarks perform in a PPM world on music stations. The study is expected to be released in 2008 and will involve features that are two minutes in length. COLEMAN's study will cover both spoken word and music events and differs from ALBRIGHT’s study, which was about a single event.
PARAGON presented its study on the effects on non-commercial stations in PPM. The most notable aspect of the study was how NPR affiliates showed huge morning numbers in the metered ratings.
MCVAY MEDIA President MIKE MCVAY analyzed the AC format through the eyes of the PPM. Key points from the MCVAY study included the revelation that more men are cuming AC in the PPM data, although some of that cume consists of men who are "innocent bystanders" exposed to AC stations in their daily rounds as opposed to active listeners choosing the station. AC’s morning drive numbers were down in early data, with the big numbers for the format, as expected, in middays. MCVAY noted that for AC stations, "morning drive" now practically starts at 9a. As for AC's real morning shows, MCVAY told the consultants that the shows should be more entertainment-based.
And MERCURY RADIO RESEARCH's MARK RAMSEY delivered "The Seven Habits Of Highly Successful Ratings," focused primarily on marketing and the effect it has in the PPM environment, including direct mail, television, and other forms of on air marketing.