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Why some in radio don't like ppm
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> htt>
> p://www.radioandrecords.com/NewsRoom/2005_09_20/morecume.asp
>
> >
> You don't think lower time spent listening will affect
> chicago radio?
>
The lower TSL is accompanied by higher cume. The shares stay pretty much the same.
What happens, as in the Philly test two years ago, is that we find via the PPM that the average diarykeeper listens to 6 stations a week, not three. So a lot of very light listening is picked up, which dilutes TSL. It also increases cumes enormously.
Also, the moring real listening is about 20% lower, while the rest of the day is up.
How will it affect radio? A couple of things come to mind... less reliance on mornings for audience and revenue, more attention to other dayparts. Less attention to P1s and more effort to increase usage by P2s and below. More personality in other dayparts, less talk in mornings perhaps, on some statio ns.
> p://www.radioandrecords.com/NewsRoom/2005_09_20/morecume.asp
>
> >
> You don't think lower time spent listening will affect
> chicago radio?
>
The lower TSL is accompanied by higher cume. The shares stay pretty much the same.
What happens, as in the Philly test two years ago, is that we find via the PPM that the average diarykeeper listens to 6 stations a week, not three. So a lot of very light listening is picked up, which dilutes TSL. It also increases cumes enormously.
Also, the moring real listening is about 20% lower, while the rest of the day is up.
How will it affect radio? A couple of things come to mind... less reliance on mornings for audience and revenue, more attention to other dayparts. Less attention to P1s and more effort to increase usage by P2s and below. More personality in other dayparts, less talk in mornings perhaps, on some statio ns.
C
classicradionut
Guest
> How will it affect radio? A couple of things come to mind...
> less reliance on mornings for audience and revenue, more
> attention to other dayparts. Less attention to P1s and more
> effort to increase usage by P2s and below. More personality
> in other dayparts, less talk in mornings perhaps, on some
> statio ns.
>
All of which means in some form a return to what radio really was like. I think it's good news.<P ID="signature">______________
</P>
> less reliance on mornings for audience and revenue, more
> attention to other dayparts. Less attention to P1s and more
> effort to increase usage by P2s and below. More personality
> in other dayparts, less talk in mornings perhaps, on some
> statio ns.
>
All of which means in some form a return to what radio really was like. I think it's good news.<P ID="signature">______________
</P>
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