Coleman Unveils News-Talk PPM Study
March 13, 2009 at 10:27 AM (PT)
COLEMAN INSIGHTS' JON COLEMAN discussed the findings of his firm's latest study of PPM figures in MARINA DEL REY, analyzing News, Talk, and Sports radio performance with the new methodology. COLEMAN said that spoken word formats average a 12% improvement in share 12+ and about a third better cume (although other formats show bigger cume improvements). Despite this, COLEMAN said that the relative rankings of spoken word formats "generally do not change" in the PPM world. Share increases in the 25-54 demo are "more pronounced in morning drive," driving overall shares higher.
The study looked at 11 all-News stations, 40 News-Talk stations, 17 Public stations, and 18 Sports stations; it concentrated on share increases rather than relative rankings. All-News and Sports stations indexed substantially higher than News-Talk or Public stations.
Among other findings, conservative talk stations improved more with PPM than liberal stations did, while local and syndicated Sports stations indexed at about the same level (although ESPN-branded stations showed a significantly higher level of improvement) and are less driven by morning shares as are other formats.
Public stations that do not program "hybrid" talk and music formats show greater improvement than do those who split their formats. The study also showed ESPN's MIKE AND MIKE IN THE MORNING showed greater increases in PPM as do RUSH LIMBAUGH and SEAN HANNITY, but all three shows perform on a par with their formats.