ARBITRON RELEASES PHILADELPHIA PPM RESULTS AllAccess Arbitron has released Philadelphia PPM station Cume data for May 2007.
The top 10 stations are:
WBEB (AC) WOGL (Classic Hits) WMGK (Classic Rock) KYW-A (News) WIOQ (Top 40/Mainstream) WBEN (Adult Hits) WRDW (Top 40/R) WMMR (Rock) WISX (Rhythmic AC) WPHI (Top 40/R)
Arbitron SVP/Press & Investor Relations Thom Mocarsky explains, "Cumes are only part of the PPM story. Even in a PPM world, P1 listeners are important drivers of station ratings and an even more important part of the value of the station’s audience to advertisers. To highlight this dynamic, we are also providing the percent of a station’s AQH rating (based on weekly sample) that P1 listeners represent and the Time Spent Exposed for each station’s P1 listeners.
"Some have suggested that P1 can be seen as a measure of 'loyalty' or 'engagement.' In the case of the Philadelphia May data, you see that eight stations garner more than two-thirds of their AQH audience from P1 listeners with Contemporary Inspirational WPPZ at the top of the ranker at 79%.
"The new PPM metric that replaces time spent listening -- Average Weekly Time Exposed -- also says a lot about the 'loyalty' and 'engagement' of P1 listeners. In the May 2007 Philadelphia PPM data, two stations, Smooth Jazz WJJZ and Urban Adult Contemporary WDAS have a time spent exposed among their P1 listeners at 10 hours or greater."
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