Harker Research: Nielsen Enhanced PPM In Baltimore Shows Ratings Increases, But So Does Voltair

Harker Research

The latest edition of HARKER RESEARCH's RADIO INSIGHTS looks into NIELSEN's enhanced PPM encoding, which confirms the company's prediction that ratings would show an increase.

And while the BALTIMORE AQH rose 4% after the enhancements, RADIO INSIGHTS notes that the index actually went up nearly 9% the month before the enhancement.

"In fact, the BALTIMORE AQH index has increased for seven straight months, an unprecedented string of listening gains, the longest since BALTIMORE became a PPM market in 2009."

A third of BALTIMORE stations were apparently using VOLTAIR during NIELSEN's enhancement tests, with most of them installed by MAY, which, maybe not coincidentally, marked the beginning of the ratings growth.

As the blog goes on to state, "Radio benefits if AQH ratings go up regardless whether the gtains come from enhanced encorders, VOLTAIR, or some combination of the two."

In closing, their hope is, after the full impact of enhanced encoding is reflected in the ratings, "NIELSEN will analyze PPM numbers across all markets to tell the industry what the new more accurate national numbers are."

For the full blog, go here.

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