Arbitron Reviews The Latest July PPM Data
August 16, 2010 at 12:22 PM (PT)
ARBITRON held the latest PORTABLE PEOPLE METER update this afternoon for their JULY data release. On board for ARBITRON were SVP/Marketing BILL ROSE, VP/Research Policy ED COHEN and VP/Programming Services & Development GARY MARINCE.
The JULY 2010 quality metrics "met or exceeded benchmarks," reported ARBITRON. The DDI sample size metric for 6+ averaged 105, P18-54 averaged 99 and P 18-34 averaged 90. The in-tab rate compliance metric for P 6+ averaged an in-tab rate of 81.8% (22% higher than 2007) and P 18-34 averaged 77.1% (29% higher than 2007).
ARBITRON touted "substantial gains" in compliance (In-Tab Rates) versus prior JULY surveys. For Persons 6+, over 4 years, rates increased from 67% to 71.3% to 74.5% to 81.8% in 2010. For P 18-34, it was 59.8% in JULY 2007, then 63.8%, 68.6% and finally, 77.1% in 2010.
New markets are coming onboard for PPM in 2010. ARBITRON reminds all that GREENSBORO-WINSTON-SALEM-HIGH POINT, JACKSONVILLE, WEST PALM BEACH-BOCA RATON, MEMPHIS and HARTFORD-NEW BRITAIN-MIDDLETOWN are scheduled for currency in DECEMBER 2010.
MARINCE made a point about "execution" versus "position," and made the argument that how you've positioned your station is "75% of your success." He made the arguement that if you have a 4 share station, only 1 share can be attributed to how well you execute your format. The other 3 shares are largely owned by the position your station owns.
Another good point from MARINCE was a suggestion on how to introduce changes to your station. His thoughts:
* Make a list of what you want to change
* Change only ONE thing at a time
* Test in dayparts weith less listening and move up to other times based on success
* Change to coincide with ARBITRON week/month
More info as it happens on ALL ACCESS.