PPM Conference Call: Best Data Yet
July 16, 2008 at 11:11 AM (PT)
The PPM, to paraphrase a BEATLES song, is "getting better all the time." That's the gist of the data presented during ARBITRON's conference call earlier TODAY. The call originated from WYOMING, the location of the ARBITRON ADVISORY COUNCIL's meeting that's being held afterwards. The call, attended by radio, ad agencies and the trade press, was hosted by ARBITRON Pres./CEO PIERRE BOUVARD.
Early in the call, SVP/Marketing BILL ROSE presented data showing that, in his words, "all markets will exceed total sample benchmarks and the best 18-34 sample performance to date" have been achieved. With the Designated Delivery Index (DDI) benchmark of 90%, ROSE pointed to a DDI of 101 in PHILADELPHIA, 98 in NEW YORK, 96 in LOS ANGELES, 101 in RIVERSIDE and 93 in CHICAGO. He also mentioned ARBITRON had "over-installed" for summer vacation season in PPM markets.
Among the data's bullet points:
* PPM exceeded the total sample DDI benchmark and 18-54 guarantee in all markets, including the September commercialization markets.
* Exceeded Black sample targets by 10 percent; Hispanic sample targets by 17% and Spanish speaking sample targets by 30% (10 market average) .
* Improved 18-34 DDI performance as our initiatives to boost 25-34 continue to pay off.
* Exceeded 54 of 57 (95%) 18-34 age cell DDI benchmarks across 10 markets. A better performance overall than in the MAY PPM survey month.
* Met or exceeded 61 of 67 (91%) of the in-tab rate benchmarks across 10 markets. Despite some predicted slippage in in-tab rates, DDI performance is still solid in JUNE and, in many cases, the same as or better than in MAY.
SVP/PPM Marketing JAY GUYTHER then touched on ARBITRON's Digital Encoding progress, noting that "Internet, HD and HD2 reporting would begin with the JULY '08 survey."
Even the question-and-answer session that followed the presentation, which in the past had featured somewhat contentious questions, was uneventful. About the only expressed concern was lack of MRC accreditation. ARBITRON said they "continue to have meetings" with MRC regarding that.