Imus clicks with People Meters
The return of Don Imus to the New York airwaves showed up big time in the market's PPM test sample. Arbitron reports that WABC-AM's AQH estimated 6+ listenership for the December 3rd debut show were up an average of 87% over the previous programming on the station. For the 6:00 am launch, the number of meters reporting exposure to WABC jumped 251%. By the final quarter hour nearly four hours later the audience estimate was still up 33%. Arbitron cautions that this is raw data and has not been weighted or qualified for in-tab. Besides, the market is still in pre-currency testing/
Percent increase in Persons 6+ Meter count to WABC-AM by quarter-hour
Monday, December 3rd vs. Monday average (September 24-November 26) Arbitron Portable People Meter "pre-currency" ratings service in the New York Metro
|
December 3rd
|
Percentage increase
|
|
6:00am
|
251%
|
|
6:15am
|
123%
|
|
6:30am
|
168%
|
|
6:45am
|
168%
|
|
7:00am
|
158%
|
|
7:15am
|
110%
|
|
7:30am
|
120%
|
|
7:45am
|
94%
|
|
8:00am
|
121%
|
|
8:15am
|
98%
|
|
8:30am
|
80%
|
|
8:45am
|
121%
|
|
9:00am
|
62%
|
|
9:15am
|
48%
|
|
9:30am
|
38%
|
|
9:45am
|
33%
|
Source: Arbitron
