PPM with agencies are Rock'n & Roll'n
In addition to IPG, which announced its agreement to use the PPM service when it becomes available (1/12/06 RBR #8), WPP, Publicis Groupe and Aegis have also signed similar intent-to-use agreements with Arbitron.
Ironically, note the observation from our story last week: "This is a great vote of confidence from IPG. When more agencies make similar proclamations of intent-to-use, the case should become easier to make with broadcasters - - and Nielsen. Bottom line - - agencies want reliable data to make their clients the most ROI. PPM may not be proven as perfect yet, but it's much, much more accurate than diaries." Broken down, the four media agency groups comprise quite a lot of radio's spend. IPG media agencies planning and buying for radio include Initiative Media and Universal McCann. WPP agencies include Ford Motor Media, Mediaedge: cia, MindShare and Mediacom. Publicis Groupe agencies include Starcom MediaVest and ZenithOptimedia. Aegis agencies include Carat Americas.
Agency comments
Jon Mandel, Chairman/MediaCom US and Chief Global Buying Officer MediaCom Worldwide (a WPP unit) tells us just about all media agencies are in support of PPM now: "Our press release on this will be released probably at some point next week, along with other agencies. I've got to believe now that 80% of the total are supporting this-I don't know who's not."
Do you think this will finally give more broadcasters the push they need to support PPM?
"We want it and they should take it. I find it remarkable that there's a broadcaster who wouldn't consider taking it, even if we hadn't signed onto it! Even if we hadn't, they should have been jumping all over it. And now that we've all signed on to it, other than it takes a while to get things approved by lawyers or something, I can't think of why they wouldn't. I mean there's no reason."
Kate Sirkin, Executive Vice President, Global Research, Starcom MediaVest Group, also fully supports. She tells us: "We (and this pertains to Publicis Groupe and not only SMG) have also committed to supporting the roll-out of the PPM service. We believe it is a much more consumer-focused research tool that accurately reflects listening behavior."
And like the IPG release, Arbitron reiterated: "This agreement with WPP Group does not commit Arbitron to a specific timetable for deployment of the Portable People Meter system. Arbitron has not yet made a decision regarding when and for which markets it will deploy the Portable People Meter system to measure local market radio audiences."
And agreeing with RBR observation from the other day, Kathy Crawford, MindShare President/Local Broadcast, tells us she hopes these agreements will move the needle for reluctant broadcasters (i.e. Cox Radio and Radio One efused to participate in the Houston demo): "I want the stations to sign up and get on with it. This change is positive for the business itself. It makes radio more viable and that will bear fruit in the future when more and more markets are PPM markets and clients can see a more measurable ROI with each campaign."
RBR observation:
This will become one of the main marching tunes to down load for '06 - Technology waits for no one. It will be interesting to listen what key ad agency executives have to discuss in coming weeks at the annual 4A's conference, which RBR will be there to give you the full and complete RBR observation. Only words of encouragement today - move forward with technology and do not wait for anyone or company for a second or alternative ratings services to displace Arbitron - It will not or can not happen - Period.
Good Morning - Gain a personal edge on today's business day. Are you reading this from a forwarded email?
