Julian Davis Addresses "Urban Radio In The PPM World"
February 20, 2008 at 1:28 PM (PT)
ARBITRON Director of Urban Media Services JULIAN DAVIS hosted “URBAN RADIO IN THE PPM WORLD” today. The main thrust of the conference call was to provide some answers to the agencies, advertisers and marketers on some of the issues that came up during the ninth annual “POWER OF URBAN RADIO” symposium held late last year in NEW YORK.
DAVIS pointed out the difference between PPM and the diary methodology. He also isolated some salient things to consider when using PPM data to buy Urban radio. The most recent findings agencies showed that radio continues to be the most influential medium among AFRICAN-AMERICAN consumers, reaching over 97% of all black persons aged 12 and older. It was also pointed out that with the PPM ARBITRON will be measuring kids aged 6-12.
“At ARBITRON we are working with Urban broadcasters and advertising agencies to help with the transition to the PPM,” said JULIAN DAVIS. “We want to highlight the importance of Urban radio and its connection to its audience.”