Arbitron: PPM Meets Almost All Benchmarks, Helps Spanish Stations
January 5, 2010 at 1:08 PM (PT)
Addressing an online audience that included representatives from the MRC and the ASSOCIATION OF HISPANIC ADVERTISING AGENCIES (AHAA), ARBITRON executives highlighted data at its DECEMBER PPM Client Briefing as evidence that its recent efforts to increase ethnic-audience response have produced significant improvements. Furthermore, they cited a handful of Spanish-language stations that are doing considerably better in the PPM than they did in the diary.
Now currency is 33 markets, which comprise 60% of radio's ad revenue, ARBITRON SVP/Marketing BILL ROSE noted that nationwide, PPMs from 45,000 people are counted on an average day, with a monthly in-tab of 59,000. More importantly, their continuous improvement programs have paid off in DDI, in-tab and SPI."We're not at the promise land yet," ROSE said, "but we're making progress."
How Much Progress?
* In 6+ DDI 6+, only NEW YORK Embedded was below the 100 benchmark at 98, All 18-54 and 18-34 DDI markets met or exceeded benchmarks
* Overall, Black 18-34 had a record-high DDI of 96. Market-wise, only LOS ANGELES and CLEVELAND missed their Black 18-34 benchmarks, which was blamed on the holiday. Both markets have already improved post-holiday.
* All markets except NASSAU-LONG ISLAND met or exceeded their Hispanic benchmarks. In 18-34 Hispanics, only SAN ANTONIO missed its 70 benchmark, with a 65.
* In-tab showed continuous improvement, reaching record-high levels overall. Overall Black data exceeded the 70 benchmark for the first time with a 71.9; Black 18-34 rose to 71
* Hispanic 18-34 hit a new high 73.8, over a 70 benchmark. Other 18-34 also posted record-high response levels.
* Not as much SPI data was revealed, although ARBITRON pointed to a 3% increase in all markets. Only BOSTON and SAN JOSE seemed to miss the SPI benchmarks.
VP/Research BETH WEBB spotlighted ARBITRON effort's to raise cell phone-only (CPO) household representation, noting that the 15% goal for the end of 2009 was met and the 20% goal for end of 2010 is in sight. What's more, the key 18-34 demo, which comprises a significant share of CPO respondents), represents 26% of the CPO audience, and that share is expected to rise to 35% by end of 2010.
ROSE also re-emphasized ARBITRON's desire to have all their markets MRC accredited and is continuing to work with the group to earn that status.
Hispanic Stations Helped, Too
ARBITRON then brought out data to help disprove the notion that PPM systematically puts Hispanic stations at a disadvantage. Spanish radio success stories included WMGE/MIAMI, which is #4 in PPM but was #19 in the diary; KWID/LAS VEGAS, which is #3 in PPM but was #18 in the diary; KQRT/LAS VEGAS (#8 PPM, #11 diary), KXSE/SACRAMENTO (#14 PPM, #19 diary) and KLEY/SAN ANTONIO (#12 PPM, #23 diary).
Not to leave Urban radio's interest out, a couple of slides in ARBITRON's presentation showed specific Urban stations that were either market leaders, or strong market contenders.
In the Q&A session, WEBB said that ARBITRON will start putting extra effort into improvement the response from 25-34s, They'll start delineating those respondents in the sample prep interviews, then target recruitment, which should be in place in the first quarter of 2010. It should take anywhere from one to three months to "realize" improvement in that demo.
Finally, ROSE noted that ARBITRON is continuing to invite UNIVISION to encode their stations in MIAMI; they have received no response.
ARBITRON has posted the complete presentation on its website.