The development of the PPM methodology provides the opportunity to supply quicker ratings feedback regarding schedule delivery. So Radio One has unveiled “Accountability One,” a new scheduling and ratings verification system (read: Posting system) for the MRC-accredited PPM market of Houston. This software will merge the most recent weekly PPM data with ad schedules and provide ratings delivery based on the purchased schedule. Advertisers will be able to monitor their schedules on a weekly basis and compare the scheduled cost per point vs. the negotiated cost per point on a day part basis. Advertisers will receive a monthly accountability statement after each PPM ratings period. This will ensure stations achieve the negotiated ratings delivery in a timely fashion.
Houston stations include Urban “The Box” KBXX, Urban AC “Majic” KMJQ and gospel “Praise” KROI. Market Manager Doug Abernathy will be the point man with agencies and in the next few weeks Radio One Houston will schedule meetings with advertisers to demonstrate. They are hoping this will become the new industry standard. Advertisers will receive Accountability One software within the next 30 days.
Arbitron President/Sales and Marketing Pierre Bouvard was pleased: “Radio One has been a leader in harnessing the power of PPM data to better serve the African American audience through its two, top-ranked urban stations in Houston. Today, Radio One is enhancing its leadership role by harnessing the power of PPM to better serve its advertisers. Radio One has recognized that the PPM is a powerful tool for enhancing the accountability of radio by delivering timely and reliable proof of performance reports that advertisers are demanding for all their media buys.”
What do radio buyers think? It’s all good!
Rich Russo, JL Media’s SVP/Director of Broadcast Services: “Anytime someone steps up it’s a good thing. I think Doug Abernathy has really moved the bar here. Considering all of the negativity etc the industry has been generating lately, this is a huge step in the right direction and hopefully this gets the attention and traction it deserves.”
Matt Feinberg, SVP/National Radio; SVP/Director, Interactive Broadcast; Director/Radio, Zenith Media Services: “I applaud RO for taking the initiative.”
Agnes Lukasewych, MPG SVP, Group Account Director, Radio Broadcast: “Kudos to Radio One for being pro-active and not waiting for agencies to call on monthly PPM data releases……now let’s hope that other, larger broadcast companies, that should have been leading this initiative, follow suit.”