Arbitron Fly-In Update
August 14, 2008 at 12:32 PM (PT)
ALL ACCESS Urban Editor JERRY BOULDING checks in from ARBITRON's SUMMER 2008 PROGRAMMING FLY-IN, which began WEDNEDAY and continued TODAY in COLUMBIA, MD. The focus naturally, was on the PPM. There were a series of updates on PPM as well as new information on the improvements made since the last FLY-IN. BOULDING reports:
* For the first time, there was a focus on sports and how it was affected by PPM. In a session entitled "How Sports Shows And Broadcats Look In A PPM World," MASON MEYER and BOB SNYDER pointed out how stations that featured sports or play-by-play sports events could benefit with PPM.
* JOHN GEHRON, President of HARPO PRODUCTIONS, which produces OPRAH WINFREY, presented a session on how if he had PPM how he’d use it. He pointed out how much more quickly today’s programmers can get the results of programming changes.
* PHILIPPE GENERALI, from RCS/MEDIA MONITORS revealed how to use PPM data to schedule music more effectively.
* ARBITRON’s GARY MARINCE offered five elements programmers should keep in mind as we go forward with the PPM. He examined the state of 18-34 demographics.
* Proportionality trends for discrete demos indicate 18-24 cell-phone only households have changed. There are changes in proportionality estimates. This year we saw the usage of radio drop for young males and females.
* ARBITRON plans a change of its address frame in PPM scheduled for this FALL. The projected result will be an increased percentage in response rates for cell-phone only listeners. After implementation and review, ARBITRON will consider adding a different version in non-continuous markets.