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General Managers...Stop The Whining About PPM



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(2/25/2011 8:53:27 AM)   Flag as inappropriate content
Mark Ramsey posted some video this week discussing PPM use. It shows how some PPM families...in order to keep the hefty remuneration they receive....carried the PPM of younger family members who weren't wearing them. It told of 2 families who tied their PPMs to a ceiling fan to keep them moving! It told of heavy radio listeners who never even considered putting on their PPM until they left the house, missing all of their early morning at home listening. The PPM is great in theory..but.....
- Barryob
(2/24/2011 11:57:13 AM)   Flag as inappropriate content
When you sell for a station that has no “numbers” because it’s too new (as I have), you develop some great arguments as to why Arbitron ratings might not be the best way to gauge a station’s value. Of course, any intelligent person can argue both sides, but these were mine, and I owned them:

1. “It seems like the only people who have time to participate in Arbitron surveys are the unemployed and retired people; everyone else is too busy. Are these your primary demographics?”

2. “How many people do you know who would actually carry a PPM around with them everywhere they went? Would you? I think it takes a special kind of quirky person to do that—I always wondered—do they really represent the general population?”

3. “I remember I got a dollar in the mail and a laundry list of stuff to do when I was a busy professional in another industry. Since throwing money in the trash is counterproductive (and maybe even illegal), I remember I kept the dollar, but threw the rest of the stuff away.”

4. “Do the busy people you know have time to participate in stuff like this? (shut up and wait for a response) “ Hmm…I know what you mean. Are most of your customers like that?”

5. “Seems like the fox is guarding the hen house on THOSE numbers. How many of your customers listen to classic rock? You know, our play list is 1500 songs deep. You’ve heard our morning show, right?”

6. “You know, stations that use Arbitron have to pay a very, very hefty fee to use their system. I always wonder—do those numbers follow the money?”

7. “Arbitron is first and foremost a business. They’re a publicly traded firm on the New York Stock Exchange; their symbol is ARB. They’re definitely in business to make money—and they cater to large corporate entities willing to pay through the nose for ammo to give to their sales reps. We refuse to give them money, or participate in their process. Have you listened to our morning show?”

Will Baumann
willbaumann@hotmail.com

- Will Baumann
(2/24/2011 11:20:55 AM)   Flag as inappropriate content
PPM might have been an improvement from the diary system, but I think what's worst is that some radio stations are using this system to negotiate CPMs online! Good CDNs have the ability to tell you exactly how many listeners you have at any moment, where they are in the world, what device they are using, and more. PPMs are irrelevant in streaming when you can get accurate listenership information in real-time.


- Nicolas
(2/24/2011 11:04:48 AM)   Flag as inappropriate content
More whining from GM's in reaction to Walt's comments/ Produce great radio, connect w/your audience and you win in PPM. Those who do little beyond complaining are not only losers but mid pack players who will never succeed.
Jason

- Jason
(2/24/2011 10:00:45 AM)   Flag as inappropriate content
Anyone who has ever been to Arbitron and looked at the diaries with their own eyes, and then crunched for themselves how survey results are calculated, knows that Arbitron is an unregulated scam. How can a private company which has monopolized BILLIONS of dollars continue the shellgame? PPM.
- Bryan
(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 with...it'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

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