NRRC Addresses PPM's Affect On Nat'l Measurement
May 18, 2009 at 5:11 AM (PT)
THE NETWORK RADIO RESEARCH COUNCIL has released its recommendation for the posting and re-rating of national radio as ARBITRON continues its integration of PORTABLE PEOPLE METER audience data into the national radio measurement currencies of NATIONWIDE and RADAR. As local PPM markets become commercialized, the corresponding audience data is being phased into both NATIONWIDE and RADAR. This process, which has already begun, is expected to continue for at least the next two years.
This recommendation has been developed by the NRRC following consultation with ARBITRON to assist users during this transitional period. As the available national currencies are expected to reflect a methodological change for each survey released through 2011, the NRRC has formulated the following recommendation to assist in their use.
The process by which the PPM data is being integrated into our national audience databases is unprecedented in any broadcast medium.
Given that the mix of diary/PPM will vary from one release to another, users should base any post-buy analyses strictly on the survey upon which the decisions were originally made. Changes in reported audience estimates may be associated with differences in diary based data collection as compared to PPM based data collection. Any analysis of audience change should focus on the corresponding affiliate list and/or clearances.
"The process by which the PPM data is being integrated into our national audience databases is unprecedented in any broadcast medium," stated CRYSTAL MEDIA NETWORKS VP/Research and current Chair of the NRRC PAMELA FOSTER. "The NRRC’s commitment is first and foremost to the advertisers and agencies with whom we are partnered. This recommendation is intended to serve as a guide for evaluating the delivery of purchased schedules."
"We commend THE NETWORK RADIO RESEARCH COUNCIL for its initiative in recommending guidelines to help all network buyers and sellers during this unique transition," said ARBITRON EVP/Sales PIERRE BOUVARD.
The NRRC was created in 2001 to promote valid, reliable, and effective national radio audience measurement research. Its members include AMERICAN URBAN RADIO NETWORKS, CITADEL MEDIA, CRYSTAL MEDIA NETWORKS, DIAL GLOBAL INC, PREMIERE RADIO NETWORKS, UNITED STATIONS RADIO NETWORKS and WESTWOOD ONE RADIO NETWORKS.