DMR Releases PPM White Paper
March 1, 2006 at 6:07 AM (PT)
Broadcast consultancy DMR and the UNIVERSITY OF WISCONSIN-MADISON's A.C. NIELSEN CENTER FOR MARKETING RESEARCH unveiled the industry’s first-ever independent White Paper on the impact of the PPM on radio programming and marketing.
Key findings include:
* The PPM will provide never-before-available insight into station switching patterns and loyalty. For example, 58% of P1s switch their P1 station at least once over an 8-week period.
* The diary-based methodology and the PPM agree that P1 listening drives the vast majority of the AQH rating, even with the much larger cume shown in the PPM.
* The longitudinal nature of the PPM will provide for much more stable ratings on a period-by-period basis leading to more accurate data to assess the impact of programming and marketing initiatives.
* Understanding the effect and impact on measurement error of smaller longitudinal samples of consumers versus cross-sectional diarykeepers.
* How and if the industry will benchmark or adjust for the ratings differences created from the switch to PPM where consumers are listening to more stations but less to any given station.
DMR President TRIPP ELDREDGE noted, "When we set out to investigate the PPM’s impact, we didn’t realize what valuable new insights into diary keepers we would find. Whether the PPM is months or years away, the insight from this research is a must read for every broadcaster because it sheds new light on how consumers really use radio. That understanding can have a major impact on your programming and marketing efforts right now."
For a free executive summary of the White Paper, click on dmrinteractive.com/ppmsummary.