P1s still matter...a lot!
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Look for a research study coming out this summer that will show just how important listener loyalty and preference is, even with the ratings transition from diaries to PPM. Researchers from DMR, Arbitron and the University of Wisconsin's AC Nielsen Center for Marketing have analyzed over one year's worth of daily panelist-by-panelist level data from Houston PPM.
According to DMR's Tripp Eldredge, one key finding is that heavy radio users drive nearly 90% of the ratings. And even among P1s, some listeners matter more than most. Even so-called "mass appeal" stations derive the majority of their listening from a very small, important group: less than 2% of the Houston market drives nearly half of the listening for a leading AC station. "Understanding P1 listening is crucial for radio programmers and this study will provide fresh insight into the dynamics of how it works in the PPM world," said Bill Rose, Sr. VP of Marketing for Arbitron.
According to DMR's Tripp Eldredge, one key finding is that heavy radio users drive nearly 90% of the ratings. And even among P1s, some listeners matter more than most. Even so-called "mass appeal" stations derive the majority of their listening from a very small, important group: less than 2% of the Houston market drives nearly half of the listening for a leading AC station. "Understanding P1 listening is crucial for radio programmers and this study will provide fresh insight into the dynamics of how it works in the PPM world," said Bill Rose, Sr. VP of Marketing for Arbitron.
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