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Post by Timmy on Jul 16, 2009 5:36:14 GMT -7
As I understand it, we will begin getting "pre-currency" PPM results sometime before it changes to "currency". Who knows when that will be?
I predict the following:
Music stations will need to clam up a bit. There needs to be more back-to-back music segues, no sweepers or talk. A true no talk triple play, as it were.
Talk stations will need to redesign their stopsets. As far as frequency and amount per.
My opinion: I really think KSL sounds immature with all their SFX while they're giving the headlines and teasing the upcoming segments. They should mellow that out and try to not be so exciting but more serious during their news.
Has anyone heard when the pre-currency PPM data starts flowing?
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Post by CAwasinNJ on Jul 16, 2009 21:28:06 GMT -7
Pre-currency starts Oct/Nov 2009 and currency is in Dec.
Are the tweaks you're talking about due to lack of attention span or something else?
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Post by seattlefollower on Jul 16, 2009 21:51:19 GMT -7
Who knows? KIRO-AM/FM went from being #1 12+ and top demos in the last 2 diary surveys to #19 or so in Seattle-Tacoma's PPM. The biggest challenge is getting people of higher incomes and households without children to wear the darned things. Utah's prevailing culture may help with compliance in that arena.
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Post by Timmy on Jul 17, 2009 5:12:16 GMT -7
Pre-currency starts Oct/Nov 2009 and currency is in Dec. Are the tweaks you're talking about due to lack of attention span or something else? My music station suggestions are from what I've read of other launches in other PPM markets like Seattle and SFO. Music intensive is better to those listeners. Of course each market is different. Plus you don't have to blab your call letters after each dang song. |
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Post by seattlefollower on Jul 17, 2009 15:30:45 GMT -7
Arbitron's doing a good job recruiting a sample in Salt Lake City. Here's the current wrap up from their June PPM "We're doing fine..." presentation.
Market: Currency Date: Target: Current install/%:
Salt Lake City-Ogden-Provo (12/09) 1,035 944/91%
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Post by CAwasinNJ on Jul 17, 2009 20:57:11 GMT -7
It's definitely true that the fudging factor is going to be almost nonexistent and actually knowing what you're listening to doesn't matter. Oddballs like KARB showing up being heard in the SL metro will be gone too.
The problem with trying to figure out if you should be more music driven or add more talking between songs hinges on whether you believe the actual ratings numbers or what people ask for when you survey them. The only data I've heard of comparing those two is for the morning shows, and from that I've heard that you're right. Not sure how that translates to other dayparts, since I think those would be different, particularly with AC stations that get most of their midday and afternoon listening in offices. The PPMs will count your listening in offices and stores and whatnot even if you had nothing to do with the selection of the station or even whether you know what station it is. Misreporting that is a definitely failing of the diary system.
Come to think of it, there could be an explanation there for the slow but steady decline in FM100's numbers over the past few years. A lot of offices and stores and piping in services like satellite radio to run instead of relying on broadcast radio as they had in the past. A large chuck of AC station numbers come from midday/afternoon listening in those offices and stores. Hmm.
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Post by radiorelic on Jul 30, 2009 11:32:29 GMT -7
The new PPM terms to learn are "indicental cume" and "invisible cume"
They each add about 10% and they are BOTH insignificant to advertisers.....
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