Research Director Deduces Format Popularity Through PPM Data

'The New PPM Benchmarks You Need To Know'

RESEARCH DIRECTOR, INC. has crunched ARBITRON ratings data for over 1,700 stations in the 45 non-embedded PPM radio markets, for a study that determined a new set of ratings norms for most major formats and demographic/ethnic groups. Average share, cume and TSL by format group were reworked, along with new benchmarks for audience recycling by day and daypart, and average days listened.

Among the key findings:

* Of the 19 format groups analyzed, Urban Contemporary has the largest AQH share (4.3).  The highest weekly cume rating belongs to Top 40 (20.8), and the Inspirational format group achieves the highest weekly time spent listening (3:52).

* Listening to radio was consistent across the days of the week, with minimal drop-off on the weekend. Some formats actually perform better on SATURDAY or SUNDAY than they do on weekdays.  Of all P6+ listeners who tune to the radio on weekdays, 82% also listen on the weekend.

* Across dayparts, 16 of the 19 format groups examined had higher cumes SAT-SUN 6A-Mid than they did in morning drive.  Some even had a higher MONDAY-FRIDAY 7p-mid reach than in mornings.  This study emphasizes the power of these time periods that are sometimes considered "throw-ins," but have huge audiences and are of considerable value to an advertiser.

* The daypart that reaches the most listeners 6+ is MON-FRI 3-7p, with a 79.0 cume rating, followed by SAT-SUN 6A-mid (77.2), MON-FRI 10a-3p (74.7), MON-FRI 6-10a (67.7) and MON-FRI 7p-mid (59.7).

* The average Person 6+ tunes to radio 5.1 days per week.  On a format basis, News/Talk had the highest number of average days listened at 2.8.

* On a total week basis, 95.7% of all Adults 25-54 tune to radio, spending an average of 12:55 with the medium. Three-quarters of Adults 25-54 tune to radio on an average day. 

"Knowing these format norms lets you better assess the strength of your radio station and make smarter programming decisions," RESEARCH DIR. Managing Dir. MARC GREENSPAN stated. "Each format now has a fresh set of benchmarks for comparison, based on 45 PPM markets."

"This study provides valuable insights for programmers, but also for anyone tasked with promoting the benefits of radio to advertisers," RESEARCH DIR. Pres CHARLIE SISLEN noted

An Executive Summary of RESEARCH DIRECTOR’s newest study, entitled "How Is My Station Really Doing?  The New PPM Benchmarks You Need to Know," is available at http://www.ResearchDirectorInc.com/newsvault.asp. The complete study, with breakouts of the data by format group, will be posted to the website on THURSDAY, DECEMBER 8th, after the data is presented at the ARBITRON CLIENT CONFERENCE.

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