Analysis: NY AG PPM Allegations Not Reflected In Ratings
October 6, 2008 at 5:10 AM (PT)
When NEW YORK Attorney General ANDREW CUOMO filed suit against ARBITRON last FRIDAY (NET NEWS, 10/3) for rolling out PPM despite what he asserts are "design flaws that will disproportionately impact minority communities, broadcasters and businesses," RADIOCRUNCH principals KEVIN McCABE and ANTHONY ACAMPORA crunched the ratings numbers to see if the allegation held water.
Their analysis: Not so much.
"Technology is sometimes met with challenge," McCABE commented, "That doesn't change the fact that the PPM is going to be great for the industry. The proven PPM technology combined with its ability to produce quality audience measurement data will affect many positive changes. We eagerly anticipate the markets that ARBITRON plans to commercialize this week."
In fact, if you look closely at the data, there is a strong argument that Spanish-language stations and Urban outlets are still doing well in PPM.
"Our company works with clients in all formats -- which includes Hispanic and African-American-targeted stations," added ACAMPORA, who also does ratings analysis for ALL ACCESS. "If you look at the data from NEW YORK, CHICAGO, LOS ANGELES, RIVERSIDE and SAN FRANCISCO from AUGUST, we believe stations targeting Hispanics and African-Americans are more than holding their own. In fact, if you look closely at the data, there is a strong argument that Spanish-language stations and Urban outlets are still doing well in PPM."
* NEW YORK: The three Urban stations (WRKS, WBLS, and WWPR) are all in the top 10 25-54. Two of them are top 10 18-49 (WBLS is #11). With adults 18-34, WWPR is #2. Having stations consistently ranked top 10 in major advertiser demographics makes them extremely viable. SBS Tropical WSKQ ranks 4th 18-34, and 6th 18-49 and 25-54.
* LOS ANGELES: Spanish-language stations account for four of the top-eight stations 25-54, 18-49 and 18-34 -- and six of the top 10 18-34 (if you include bilingual KXOL). In L.A,, the Urban shares are not necessarily non-existent. The African-American audience has chosen more mass-appeal stations like CLEAR CHANNEL Rhythmic AC KHHT, CBS Smooth AC KTWV and EMMIS Rhythmic KPWR, which have always had strong African-American compositions.
* CHICAGO. Major Regional Mexican stations (WOJO and WLEY) are both in the top 5 18-49 and rank #1 and #3 18-34, while ranking 3rd and 8th 25-54, respectively. There are some challenges for Urban outlets WGCI and WVAZ.
* SAN FRANCISCO: Regional Mexican rivals KSOL and KRZZ rank #3 and #4 18-34. They are #3 and #5 18-49, and #4 and #12 25-54. Meanwhile, CLEAR CHANNEL Rhythmic KMEL, which has always had a heavy African-American component, is #1 18-34 and 18-49, and #7 25-54. INNER CITY Urban AC KBLX was a very competitive 8th 25-54 in AUGUST.
* RIVERSIDE: We've seen Spanish-language shares grow 30% 12+ from the diary to meter, and nearly double in some of the younger cells - especially 18-24 - so there doesn't seem to be any issue there.