Agencies comment on Philly PPM data
As Kathy Crawford, MindShare President/Local Broadcast, told us Friday (4/27/07 RBR #83), "...there are going to be individual changes-especially in demographics that were harder to measure in the diary. Those demographics will have a potential of being a greater change because they were do difficult to measure."
Well that's indeed true (see Radio News).
We asked other agency buyers what they thought about this initial PPM data release for Philly:
Any comments in general about the Philly PPM numbers?
Said Rich Russo, JL Media's SVP/Director of Broadcast Services: "I just started to look at them, it takes a while to set it up and cross reference it to what we are used to seeing. The feeling is that this is basically a work in progress in terms of costing out stations and really won't be a factor 'til 2008 buys. I think now it's just a new improved research tool. From what I see, it must be good to be WMMR. I guess Rock isn't dead afterall. Maybe this will wake up some companies who have abandoned the format to readdress it. Other than that, way too early to comment."
Will you be willing to bump up CPP to compensate for lower AQH numbers?
"Philly has fortunately or unfortunately (depends on what side of the fence you are on) never resisted low CPPs. It's over-radioed and there'a a lot of wheeling and dealing going on there once you get past the top few stations. My prediction is that the CPPs won't jump as dramatically as some are predicting, if at all."
Said Matthew Warnecke, VP Mgr Network & Local Radio, MediaCom: "This is the dawn of a better, but not perfect, age in audience reporting. Less diaries, more passive measurement is good. It's not the best, but it's also not the worst. We're just getting there in steps."
It looks like the full-time employed and African-American audiences are much better-represented with PPM as well.
"Yes, with the diaries, you've got to do a lot more in terms of weighting and marketplace composition to account for a lot of different demographic segments. Whereas with this passive measurement tool, you can build that into your sample and it's easier to monitor and manage."
What about AQH share taking hits with PPM?
"I would have been surprised if it didn't go down, and only because an average diary-filler might say they listened to the same thing M-F, but in reality, it's Monday, Wednesday, Thursday and Friday. It doesn't change the value of that station, it changes how you look at value."
So it shouldn't affect how much money a station is going to make?
"Well, everything is going to be changed and it's difficult to manage. We don't want to shortchange our stations or our clients. We want a better way to report accurately on who's listening, and this is a step in the right direction."
Said Matt Feinberg, SVP/National Radio, SVP/Director, Interactive Broadcast, Zenith Media Services:
Will you be willing to bump up CPP to compensate for lower AQH numbers?
"We're willing to consider it, but it's not a given. The reality is the radio marketplace is soft and clients have many other options to choose from."
What about the higher cume numbers they're saying are happening with PPM. How will that play into negotiations?
"It will play into planning a great deal, but it may take a little while for all parties to adjust their thinking on how radio is viewed strategically in the overall media plan."
What about the rumors morning drive numbers are down with PPM? Will that have to affect pricing?
"We will wait to see the actual numbers and it will be a discussion."
