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General Managers...Stop The Whining About PPM

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(2/24/2011 9:32:01 AM)   Flag as inappropriate content
The Consultant is a Consultant because he could not make it in Radio obviously. PPM is not accurate as it states at the bottom of the page of Arbitron. They still weight a majority of the demos. In many cases you can't even run rankers for 18-34 because there isn't enough in-tab. The PPM results have resulted in a lower CPP which reults in less per spot hello. So Arbitron says 70% is 100%. Radio has to convince agencies. So I welcome Mr.Consultant to come ride with my reps.
- DB
(2/24/2011 9:30:10 AM)   Flag as inappropriate content
The real story lies in the phrase "top 50 markets." How can anything that only addresses the top 50 markets be of benefit to the majority of us in radio? I agree, the diary system needed to be retired. When a radio station can claim to have the most listeners on a return of 8 ballots, there is something wrong. So, I suppose we can at least give kudos to the fact that we're veering away from "that" antiquated and unreliable system. But the PPM? Please, it's the not the technology I have a problem's the fact that the only endorsed system of measurement only applies to the few. How can small market radio tell "their story?" Small market radio is personal, community driven, and still relies on participation and support to drive our numbers. So who measures that?
- Tania Moody
(2/24/2011 9:26:41 AM)   Flag as inappropriate content

- Donald
(2/24/2011 9:10:24 AM)   Flag as inappropriate content
I have been in radio for over 40 years, working in small markets where we don't care about ratings. Our "ratings" are the results we have gotten for our local advertisers. In other words, I'm not on of the GM's whining about PPM. I don't even care if it exists!
- Maynard Meyer
(2/24/2011 8:59:23 AM)   Flag as inappropriate content
Pollsters have told me for years about the difficulty of reaching educated, working women because they are running kids around, attending PTA meetings, rarely at home and on extensive do not call lists. Most of these women would never wear a bulky pager on a suit. PPM hurts sophisticated stations and neglects its listeners. My take--until PPm is an app downloadable on smartphones it's neither accurate nor reliable.
- Sheila Hamilton
(2/24/2011 8:56:56 AM)   Flag as inappropriate content
PPM is not 'vastly improved' over unaided recall. This time, Walter, who's normally right on the money, has got it wrong.
PPM samples are too small to do the kind of micro analysis radio does. This is a statistical fact, not opinion.
Until we get more meters in every market, operators and statisticians have a right to be critical - even if they don't whine while they are doing it.

- john parikhal
(2/24/2011 8:52:21 AM)   Flag as inappropriate content
Well said! One of my mottos has always been 'only concern yourself with that over which you have control'.
We have no control over advertiser demand for PPM and more accurate measurement.
We may not like the results, but there is no disputing the PPM technology is more accurate than asking audience to 'vote' in a paper diary.
And if the whine is PPM is turning radio into a rech medium, here's a news flash...there have been a lot of successful account execs in a wide range of media who have made a lot of money selling 'reach'.
Quit whinning and start selling!

- wayne ens

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