Posts Tagged ‘audience measurement’

Nashville Readies for Personal People Meter Fueled Changes

June 28, 2010

Nashville, Tennessee, has just become the 44th market nationally to adopt Arbitron’s Portable People Meter (PPM) for measuring radio listenership. Considering the readings taken by the device in other markets, it is not surprising that people in Nashville are bracing for a change in the distribution of advertising funds.

As The Tennessean reports:

“It’s going to shake up the ratings and how stations are perceived by advertisers,” said Dennis Gwiazdon, president of the Nashville Area Radio Organization and vice president and general manager of South Central Media, which owns Mix 92.9 (WJXA-FM) and 96.3 JACK-FM (WCJK-FM).

“It’s definitely going to force the programming departments to be more judicious in what they play on the air.”

There is certainly precedent for this stance. Just take a look at the numbers produced for The Sean Hannity Show, which experienced a 20% drop in ratings across multiple markets after the introduction of the PPM. The Tennessean article details several more examples of a similar nature:

In Detroit, Breakfast Club morning show hosts Kevin O’Neill and Lisa Barry found themselves without a job in April when the Clear Channel-owned WNIC-FM switched to a music intensive format after PPM ratings showed the formerly No. 1 morning show was coming in at No. 11 among 35- to 64-year-old

A sample audience of 754 Nashville residents put on their PPMs and began collecting data a few days ago.  The results will be compiled and previewed by advertisers and station managers in August and then released to the public in October.

Image: Silenus81 / CC 2.0

PPM Reaches Mobile-Exclusive Households

March 23, 2009

cell

It is no secret that cell phones, smartphones in particular, are the new frontier for radio. The ability to reach an audience that is always “on the go” through their cell phones is one of the recognized importance — just Google around a bit if you don’t believe me.

Like with all incarnations of radio (and all media in general, for that matter), once you’ve figured out a way to reach the new demographic the next hurdle to overcome is audience measurement. Recently Arbiton unveiled a new approach to harvesting data thanks to a deal reached with Telular Corporation, a leading wireless communications company.

Using fixed cellular terminals produced by Telular, Arbitron plans to collect listening info from those who lack landlines, particularly the “millennials.” By connecting these terminals to Arbitron’s Portable People Meter (PPM) the company hopes to obtain a cost-effective and reliable way to transmit audience measurement data across cell networks.

Via FoxBusiness:

“Telular’s terminals allow us to cost-effectively use the latest wireless technology to collect radio ratings data from the hard-to-reach mobile-exclusive demographics,” said Beth Webb, Vice President, Research, Arbitron. “The Terminals are helping us increase participation among the young and ethnic radio listeners who live in cell-phone-only households.”

Telular’s fixed cellular solutions bridge the gap between analog and digital communications, providing continuous connectivity to locations where a traditional phone line has been disrupted, removed or non-existent. […] This wireless solution will act as a connection in homes with no landlines, allowing Arbitron to quickly and efficiently download information gathered by the PPMs.

“It’s exciting to see companies like Arbitron using innovative technology to reach households that have chosen to cut their telephone line, either to save money or because cell phones are all they need,” said Joe Beatty, President and CEO of Telular.

As part of the aforementioned mobile-exclusive demographic I am pleased to see efforts like these. Gathering accurate info is always of paramount importance, and the cell phone-only home is becoming more common every day.

Photo courtesy of Samantha Celera, used under its Creative Commons license