Different Attitudes Among PPM Susceptibles
May 4, 2015
At NuVoodoo we dwell on understanding the differences between the garden-variety research respondent, the ones who’ll complete an interview for anyone (us included), and the special variety who would jump through the extra hoops and over the extra hurdles and suffer the intrusions to be a PPM participant. After all, they’re our life blood. For all intents and purposes, they’re the only listeners who matter.
Our research has shown again and again that as you distill down to the PPM susceptible, the PPM likelies, we end up with people we’re inclined to label “human periscopes.” They’re not only the ones likely to participate in an intrusive scheme to measure their media usage, they’re more likely to connect with many other things around them.
As a group, since they’re motivated by the small rewards they get for participating, they’re far more likely to say that contests can add to their enjoyment of a radio station. In fact, compared to those who would NOT participate in PPM, these PPM likelies are two and a half times more likely to agree that contests and prizes are an important reason they listen to the radio.
PPM likelies are also twice as likely to agree they pay more attention to stations that interact with them on social media. It represents about 3 in 10 among the pool of PPM likelies: which could easily be enough to make the difference between a month that pushes toward the ratings goal for a station...and one that looks like every other month. As we struggle to find ways to influence the behavior of the handful of humans within our markets who control our livelihoods, can we afford to ignore any possible advantage?
Among PPM likelies, Facebook retains the crown for not only the broadest reach, but also the deepest, more persistent usage. While the numbers shown here vary among partisans for different formats, Facebook is a consistent leader. However, in the pursuit of meter keepers, stations need to be connected wherever they find listeners. In 2015, it’s not about US -- it’s all about THEM.
Once connected with listeners in the social space, too many stations fumble at the goal line by either failing to reply to comments and posts or, worse, using the playbook from 30 years ago when listeners were pleased with ANY letter they received from a station in reply to a letter they’d sent. We all know this patois by heart, “We appreciate your opinions. Your comments are important to us. Blah...blah...blah.” Replies today need to be singular, personal and, above all, genuine.
In nearly fifty markets around the US, PPMers are out there: experiencing and listening. Our careers are shaped by our efficacy at influencing their behavior. We enhance our chances of doing so when we better understand who they are and how they differ from the population in general.