The Art Of BS & Ratings …

A veteran broadcaster is code for a professional radio transient. A person in this category has experienced the ups-and-downs in the industry and can provide a lot of insight. For example, one of the best lessons I ever learned was how to capitalize or minimize ratings results.

It Actually Works …
I learned the distraction trick from a PD who always seemed to be a step ahead. He would perfectly time it to either create or partner with a community event that had a huge media coverage component. The station was consistently in the limelight, and it would overshadow no matter how the ratings turned out. If they were good, it proved why and if the ratings were down, it couldn't be true, "look how the city loves us."

Learning & Might Not Know It …
I always encourage air personalities hoping to move up the ladder to pay attention. What you need to learn sometimes takes shape in the oddest ways. But you've got to keep your eyes open because a lot of what you need to know is right in front of you. Sometimes it takes a while before the light bulb goes off in your head and you realize what you've learned.

When You Decide …
Whenever an air personality wants to cross over to programming, they start reflecting on what they've been exposed to. Once you get to that point, you've discovered the key, there is always another piece of the puzzle to add to your programming growth.

Connect The Dots...
There’s so much transferable information spoken in a different language to communicate that which you already know. For potential programmers it starts with understanding Nielsen PPM and Diaries for ratings. They each have the same goal. Both have a methodology to provide ratings for radio stations.

Where To Start …
You can’t begin with either unless you understand the basics. Each has a similar thought process, but a different language with a road map that leads to a measurement result. That’s why I referred to it as “the art of BS and ratings.” You can’t begin to try to do well with either unless you understand the basics. Once a year I cover this for those you might have previously missed it or for others who are suddenly "woke" to the idea of entering the wonderful world of programming.

Very Basic Information...
Portable People Meters (PPMs) and the diary are both utilized by Nielsen. PPMs are being used in 48 markets and the rest are measured by diary. The people chosen for either determine the ratings for stations. To explain the entire PPM and diary process is a column by itself.

What PPM Really Is...
This is about listening and exposure. The PPM panel participants agree to use a smart phone-like meter that picks up any encoded radio audio. In other words, the stations with installed encoding equipment will have their signal picked up by the meters. The device collects data that leads to a ratings measurement. The good news is that Nielsen recently updated the look of meter. The new PPM wearable meters are smaller and can be worn with wristbands, clips, and pendants. A PPM panelist could serve on a panel for up to 2 years.

The Diary...
Diaries are all about what people write down as they keep their one-week glance into their listening habits. It is a week-to-week thing with diaries and there is a fresh crop of people each week to provide ratings information.

Same Issue ...
Ironically the major complaint for each is sample size. With diaries, a station can lose ratings and recover within a month or two--if it's a methodology and not an actual programming problem. Theoretically if a PPM panel has participants who do not like a station, it could be months before things start to look up again. The best thing about PPM are the weekly and monthly reports --they can be used as an excellent research tool for PDs to make quicker programming adjustments.

Just Enough …
I hope I’ve given you just enough to stimulate your curiosity. Even if you don’t go into programming, I think it’s important to know something about the process that puts food on your table.