Analysis of Nassau-Suffolk numbers: PPM vs. Diary


Here’s a quick take on the Long Island numbers-PPM vs. Diary, based on extrapolations. This is the first opportunity that we have to actually compare the same time periods for PPM vs. Diary. The numbers are interesting, and for many changes, both the PPM and Diary numbers support each other-especially in rankings. The CBS-FM gain we saw in the PPM showed up in the diary monthly as well-especially in the younger demos. Many thought the PPM surge was incorrect. 

However, there were exceptions. WFAN-AM had a burst in PPM Share, most likely demonstrating the PPM’s ability to better pick up sports listening.  For 12+ in that market, WFAN’s share was a whopping 6.2 (#2) PPM vs. 3.6 (#6) Diary in P12+. In the same demo, WBLI-FM was 4.1 (#9) PPM and 4.5 (#2) in Diary. Share is a tough comparison, because most buying and selling is made on AQH rating points. Because of the drastic change in PUR from diary to PPM ("PUMM" in PPM terms), it is expected to be different. Share is more important to PDs. If a station goes up in share, it might go down in AQH number of people. AQH Share is a function of PUR. Unfortunately, one of the biggest by-products of PPM is a drastic shift in PUR. So while your AQH number of people might look one way, it’s going to really look different when looking at share, because that PUR number is affecting it. Just look at WHTZ-FM in 18-34 for a prime example of this.

RBR/TVBR observation: In speaking with industry sources for the LI numbers, some of the negative commentary we got included complaints about the LI 18-34 sample-period. In all of LI, they do not have enough sample of Women 18-34 to break it out. There are fewer than 30. When you have a radio station like WBLI, with not enough 18-34 Women in the sample, it drops like we see above. LI is 120 miles long with quite a few people. The problem with women is they can’t wear the PPM device with typical ladies’ work attire. And if there isn’t enough physical PPM motion for a certain period of time, the sample is rejected. What does that do to TSL?, asked one industry source. These are methodological issues that reduce TSL numbers/results.