NYC PREPS FOR PPM Mike Boyle – Radio and Records Arbitron assembled New York radio, agencies, buyers and the press Thursday morning (Oct. 4) for an update on PPM progress and a Q&A session designed to help the assembled navigate from the decades-old diary methodology to electronic data collection, which is currently in a “pre-currency” period in the Big Apple and its embedded markets, Nassau-Suffolk and Middlesex/Somerset Union.
Kicking off the morning breakfast session was a New York Market Radio (NYMRAD)-produced pro-radio video featuring numerous local radio personalities, followed by opening remarks from Arbitron president and CEO Steve Morris, who called the rollout of PPM “the most exciting moment in radio history.”
Morris also outlined what he believes are the four most important things PPM brings to the table: 1) It answers the call of agencies for accountability, 2) it revolutionizes programming and points out what content is sticky and what is not, 3) PPM opens a way to track HD and streaming radio listening, and 4) PPM connects radio listening to consumer habits.
Arbitron senior VP of ratings services Jay Guyther gave an update on installs for the market. As of Sept. 26, the total market (including embedded markets) stood at 5,598 meters (including cell phone-only households). The target was 5,170, giving the ratings company a 108% install rate.
Regarding in-tabs for the full metro – also as of Sept. 26 – persons 6+ had an average daily in-tab of 3,878, and an average actual daily in-tab of 3,968 (Designated Delivery Index – DDI – 102). In the “under the microscope” category of persons 18-34, the average daily in-tab stands at 931, with an average actual daily in-tab of 574 (DDI 62).
During the Q&A, Guyther addressed the lag in 18-24 and 18-34 in-tabs and explained that Arbitron is being more aggressive with its “force-out” policy for panelists not cooperating; they’re matching household replacements; incentives have increased; and in-person coaching is taking place where needed.
Guyther also said Arbitron is working on “down the road” enhancements to the PPM that include a smaller, more “rounded” meter, one that comes in colors (“skins”) and is blue-tooth enabled. He also acknowledged that Arbitron is looking at other ways to incorporate detection technology into other consumer devices, such as cell phones and PDAs.
The first “pre-currency” PPM data for New York – covering Sept. 20-Oct. 17 – rolls out Nov. 7, with the first weekly data hitting on Nov. 13. PPM becomes “currency” in the Big Apple for the period covering Nov. 15-Dec. 12. That data will be released on Dec. 31.
More information on PPM for New York can be assessed at www.arbitron.com/ppmny. |