Coleman Examines PPM 'DNA' Of Winning Stations

Analyzes 'High-Performance' Stations

A new COLEMAN INSIGHTS study, entitled "The PPM DNA of AMERICA’s High Performance Radio Stations," found that Weekly Cume Rating is the measure that most often differentiates stations that are enjoying highly successful PPM ratings. The study looked at key PPM data points from ARBITRON’s PD Advantage Web service for 874 stations from APRIL, MAY and JUNE 2000 in the first 20 markets with the PPM service.

Of the 73 "high-performance stations" that were analyzed to determine which audience characteristics set them apart from all stations that achieved at least a 1.0 AQH Share among Persons 6+, COLEMAN INSIGHTS’ analysis found that these stations reached an average Weekly Cume Rating that was 63% higher than the comparison group of stations. They also generated higher Weekly TSL levels, but their average TSL was a modest 7% higher.

it is Cume far more than TSL that truly separates the high performers from the rest of the pack

"Radio stations that perform well in the PPM service obviously benefit from higher-than-average Cume and TSL levels," comments COLEMAN INSIGHTS VP JOHN BOYNE. "However, what our study reveals is that it is Cume far more than TSL that truly separates the high performers from the rest of the pack."

"Stations in PPM markets have much more information than ever before and this study provides a valuable tool for understanding what is working and what drives higher ratings in the overall marketplace" ARBITRON VP/Programming Services and Development GARY MARINCE said. "As new markets commercialize with the PPM service, these insights will help stations learn from their peers and competitors in existing PPM markets about what makes a high performing station."

Other key findings of the study include:

* High-performing stations tended to generate more occasions of listening from their pool of listeners than other stations -- 19.9 weekly occasions on average compared to 17.7 occasions for all stations. The length of their average listening occasions was not significantly longer.

* High-performing stations had a higher proportion of "P1" listeners than other stations While less than half of an average station’s AQH came from P1 listeners, 62% of an average high performing station’s AQH came from P1 listeners.

* The average station generated roughly two-and-a-half times more TSL from its P1s than it did from all listeners ... from about seven-and-a-half hours to three hours each week. P1s contributed this TSL through increased listening occasions rather than longer periods of listening.

A full report containing detailed findings from the study is available for free downloading from COLEMAN INSIGHTS’ website, www.ColemanInsights.com. In addition, the company plans to make the presentation available for viewing via a free webinar in the coming weeks.

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