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Posted by RadioChaCha on August 05, 2009 at 10:52:01:

In Reply to: Re: PPM WEEK posted by Backdating Methodology on August 04, 2009 at 20:13:43:

: : Arbitron has announced plans to cover the top 100 markets in the near future. Madison sitting at #98 would be included in that. The smallest market slated for PPM conversion is New Orleans (#55) which will have it's last diary book in Summer 2010.

: : Chach

: Chach,
: What's your informed opinion on the market embracing the new Nielsen dive back into radio ratings, instead of going PPM when the time comes?

PPM and Arbitron have flaws - as does any ratings system. However, Nielsen offers an 'aided' recall diary instead of Arbitron's un-aided recall. (For those who may not know the terms... un-aided means you have to remember the station name and calls or freq whereas aided means the stations are listed and you pick).

Hard one to call without more PPM data in this size market. As with ANY ratings system - sample size is everything and accounts for nearly all of Arbitron's issues. They struggle dearly reaching cell phone only households, young men and occasionally 18-34 women. I would prefer Nielsen right now - with aided recall - but reserve the right to sway my support for PPM once more data from market sizes 75-125 is available. Early PPM results are fascinating from a programming standpoint - finding exact moments in a break or in an interview or in a music sweep when the listeners tuned out.

Either way - radio having to pound call letters and frequencies and slogans into the listeners head will become much less important. Content IS everything moving forward. Nothing else matters (finally!).


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