Tag Archives: PPM

Project Leap Frog


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If that sounds like a children’s pre-school activity, you’re not too far off. It’s actually the name of tests Arbitron(c) is conducting to improve reliability of data in non-electronically measured (PPM) markets.

Brad Feldhaus, VP/Diary, and Bill Rose, SVP/Marketing, detailed the project in a company webinar earlier today. The goals of Project Leapfrog include: larger samples to reduce bounce within smaller demographic cells, improved representation of the market’s full population, collection via web and mobile devices more relevant to younger consumers, and moving towards 100% address-based sample which should reach more cell phone only households.

Other highlights:

  • Test phases include packaging materials in an official-looking box or envelope, whether it’s better to pay incentives only at the end of a completed one week survey, and if automated phone calls increased participation, provision of paper diaries upon request only to participants who do not want to respond online or by mobile device
  • Some testing conducted last June and this past April; plans to begin large-scale field tests starting in late May of this year in most medium non-PPM markets – although no station specific data will be evaluated yet
  • June 2010 testing saw higher than average returns from 18-34 year old sample
  • Top 50 markets will continue PPM only technology; Leap Frog will help better serve the remaining 250 non-electronically measured markets
  • Leap Frog is still “experimental” and will not be implemented until fully reviewed at the completion of ongoing tests
  • No date for real implementation suggested; however, this will most likely be part of field research/testing during the Spring & Summer Dayton survey period

So, the wobbles continue in diary markets and the struggle to reach CPO households continues to grow; albeit hopefully with an end (or at least improvements) in sight.

What do you think of these “efforts” to improve Arbitron’s diary market services?  Leave your comments below.

It’s Christmastime

Chances are it’s beginning to sound a lot like Christmas somewhere in your market … even if it’s just a conference room, production studio, or Selector database.  Arbitron lays out holiday listening facts on Page 34 of their just released August 2010 PPM Client Briefing.  If you’re considering the “Christmas Music” tactic move, it’s pretty compelling data: Continue reading

PDs take note of MSNBC

Everyone who knows me knows that I’m a fan of Fox News Channel.  It’s on 24/7 in my office and at least one of my TVs at home.  The reasons are obvious when you watch this, this, or this great segment from Comedy Central.  But, tonight I watched the official network of the Obama campaign, MSNBC.

Why?  I was sucked into the feud between Keith Olbermann and Joe Scarborough.

If you don’t know what I’m talking about, Morning Joe has become increasingly vocal in his discontent with the liberal network’s support of Obama.  I mean, all the networks are in the can for the chosen one, but no one is more blatant about it than “MSDNC.”

Okay, before I go on a political tangent, let me stop because this blog is not about political beliefs.  And, if you respect mine, I’ll respect yours.  But, I do want to point out this developing on-air feud between Scarborough, Olbermann, and some of their other pundits.

It started on night one of the DNC’08 Convention in Denver when Olbermann made a comment without realizing his microphone was live.  Watch it here.  It spilled over to the next morning, as you see in this clip.  And, those are not the only instances when the animosity between Scarborough and his more liberal colleagues is evident.

And, it’s exactly why I watched MSNBC instead of my beloved Fox News … I wanted to see if there were any fireworks tonight.  I was disappointed, but I bet I flip back and forth for the rest of this week and during next week’s GOP gathering.

Conflict = Drama = Engagement = Ratings

My fellow program directors, commit that formula to memory.

Conflict = Drama = Engagement = Ratings

This doesn’t mean your air personalities have to hate each other; but, even the smallest of conflict may be exploited to create plot lines that will bring listeners/viewers back for more!  I’m not recommending music stations create a serious political feud between morning and afternoon shows; but, any conflict over who is the better dresser, better kisser, cheers for the best high school football team, or has a favorite pizza joint can be put in the spotlight for more engaging content.

Bring your key personalities, include minor cast players, and find out everything you can about their likes and dislikes … look for potential conflict around which you can build recurring themes and serial content.  If you do, the result will be more appointment listening, “must hear radio,” and higher ratings.

Take that to the bank!

Disagree, leave me a comment … and watch our conflict attract more participants on the blog 🙂

If it’s too loud, you’re too wired!

There has been one under-reported, yet very important, finding in the “Internet & Multimedia 2008 Study” conducted by Arbitron and Edison Media Research — the number of workers listening to broadcast radio via streaming instead of traditional receivers is dramatically on the rise!

In fact, the percentage of terrestrial radio listeners who tuned-in via the Internet rather than a radio grew from 12% to 20% in less than one year.

Continue reading

Edison Media Research: Online Radio Reaches 33 Million Americans Per Week

The annual Infinite Dial 2008: Radio’s Digital Platforms put out by Arbitron (NYSE: ARB) and Edison Media Research, estimates that 33 million Americans age 12 or older listen to a radio station over the Internet during an average week – up from 29 million listeners one year ago. There is also a strong connection between online radio listening and social networking sites according to the study.  The complete study, which will be released in April 2008, also found that:

* Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the past week; an increase of two percentage points from January 2007
* While nearly one-quarter (24 percent) of all Americans age 12 or older have a profile on a social networking Web site such as MySpace, Facebook or Linked-In, nearly two-thirds (63 percent) of online radio listeners have a profile on sites such as these
* One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day
* The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In. Twenty-eight percent of online radio listeners have a MySpace page, while nearly one-quarter (24 percent) have a profile on Linked-In.

Social networking is clearly not about creating exclusive, self-enclosed communities,” said Diane Williams, senior analyst, custom research for Arbitron. “We found that online radio listeners are more than one and half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day.

Edison: Online Radio Reaches 33 Million Americans Per Week

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