Coleman Insights Looks At Limbaugh PPM
April 3, 2008 at 2:07 PM (PT)
COLEMAN INSIGHTS' "THE PPM DNA OF RUSH LIMBAUGH" study analyzing PPM minute-by-minute data for the PREMIERE RADIO NETWORKS host's show disclosed that LIMBAUGH's commercials actually generate larger shares of the audience than does his show content. COLEMAN says that the numbers indicate that LIMBAUGH's audience is extremely loyal and wil tune in at the beginning of the show and each subsequent hour in anticipation of his program.
In addition, the firm says, the study shows that talk radio listeners do listen to commercials. Among other findings, listening was stronger when LIMBAUGH addressed a negative or neutral topic rather than a positive take; listening was weakest in the third hour of the show, when LIMBAUGH tends to be less focused than in the earlier hours; the show loses substantial audience in the first few minutes of each hour; there is less than 5% variance from the show’s average share as RUSH moves from one content category to another; few listeners stick around for the whole show; and accurate audience measurement of many specific content elements is difficult due to variations in content element length and placement.
"We believe these findings have important implications for the programming and marketing of Talk Radio shows," said JON COLEMAN, President of COLEMAN INSIGHTS. "The research suggests that while content and how that content is presented impacts the audience shares LIMBAUGH's show achieves, the big driver of his success appears to be his clearly-defined brand image and how he remains consistent with his brand."