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Unlocking They Mystery Of "Phantom Cume"
"For years, we have known there is "phantom cume" to be unlocked," Arbitron VP/PPM Sales John Snyder said yesterday, noting the long-held belief that the diary ratings system fell short when it came to recording listeners' total cume listening. Speaking Thursday at Arbitron's annual Consultant's Fly-In, Snyder said that while format is a major driver of which stations exhibit higher cume levels, its also becoming clear that most of the cume is coming from casual listeners.
Pointing to data from Arbitron's ongoing PPM trial in Houston, Snyder demonstrated how a majority of the added cume that's been recorded during the trial is coming from listeners who tune in less than one hour per week, leading the company to believe the listeners who are generating this cume aren't the station's key P1 listeners.
"Based on the composition of this light listening, it appears that people are exposed to these stations rather than selecting them," Snyder said. "They aren't the core audience, but they have exposure."
He added, "There is a tremendous amount of light listening coming to these stations."
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From the Publisher
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