Research Director, Inc. Releases More Format, Demo Information From PPM Benchmark Study

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RESEARCH DIRECTOR, INC.'s recently-announced study on PPM benchmarks is now available with analysis of 19 specific format groups and 11 demographic/ethnic norms.  "How Is My Station Really Doing?  The New PPM Benchmarks You Need to Know" will be discussed in an industry-wide webinar on DECEMBER 15th at 2p (ET), open to everyone; Register for the webinar by clicking here.

Some of the highlights of the study include that ten of the nineteen format groups analyzed had higher 6+ AQH shares on SATUDRAY and/or SUNDAY than on any other individual day of the week; Men 18+ listen most in middays while for Women 18+, middays and afternoon drive are tied, and morning drive has the lowest rating among prime dayparts for both men (12.5) and women (10.2); Adult Urban, CHR, Classical, Inspirational, Urban Contemporary and Young Rock/Alternative all have higher shares weekdays 7p-midnight than during any prime daypart; 94.4% of adults 18-34 tune to radio every week, which is slightly higher than the overall 6+ weekly cume of 94.1%, and 95.8% of adults 35-64 tune to radio weekly, the highest of the age groups analyzed); and Friday’s radio audiences are larger than any other day of the week, on a 6+ AQH rating basis and for all other demo groups analyzed.

President CHARLIE SISLEN said, “These benchmarks are a very important guide.  As marketing budgets have tightened, success is more dependent on growing time spent listening. PPM has taught us that the key to growing time spent listening is adding occasions.  Finding places where your station does not meet the benchmarks can help you focus on ways to grow your time spent listening, and therefore your AQH share.”

Find results from the study at researchdirectorinc.com.

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