Broadcast Architecture Releases Independent Study On PPM Panelists

Allen Kepler

BROADCAST ARCHITECTURE is releasing results of the first independent study on PPM at the panelist level. The study was conducted last month and reveals real behaviors, opinions and perceptions from both recent and active PPM panelists. BA uncovers how panelists were recruited, what they were compensated, what they actually did with their meters, how some tried to beat the system, and gives an in-depth look at the overall process -- face-to-face -- with the panelists.

BA Owner/Pres. ALLEN KEPLER shares, "This is only the initial phase of an ongoing study. These folks hold so much of our fate in their hands (literally), and we felt it was time to seek them out and see what's actually going on at ground level. We took what we felt was the most objective approach, by finding respondents independently. Some of you may find the results surprising. Others may be shocked at some of the statements and behaviors. While our written summary does disclose a good amount of information, there is nothing like actually sitting face-to-face with these folks. We have also created a DVD 'highlight' video which we will share on an individual basis."

Some of the key highlights from the study include:

* Most were recruited by ARBITRON "Face to Face."
* "Money" was stated as the #1 reason most participated.
* Compensation varied dramatically.
* Most were focused on earning points to get "a bigger check."
* Many looked at the points system as a game or competition.
* Most reported that they felt only 70% to 80% of their radio listening was picked up.
* Arbitron received high marks for "customer service."
* Most enjoyed the process.
* Over half of the households interviewed admitted to "cheating."
* The meter is too big.
* Most pick up the meter "on their way out the door."

"The above list details only a brief thumbnail of study findings. We advise watching the video to see the full breadth of comments," added KEPLER. "Also, we want to restate that this is only 'session #1' of our ongoing work to dig deeper to help broadcasters better understand who they are talking to, playing music for, and connecting with daily. We see this process as extremely important and welcome thoughts and feedback from all in the radio industry."

Visit www.BroadcastArchitecture.com to download a PDF executive summary of the study and contact BA Owner/Pres. ALLEN KEPLER at (805) 719-2806 to request a DVD highlight video.

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