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.