Still waiting for CPPs to catch up


Arbitron has advised ad agencies and buyers that for calculating ad buys, 100 rating points under diary measurement can equal 70 ratings points under PPM. Ad buyers have not uniformly embraced that math by any stretch of the imagination. Ever-helpful radio consultant Randy Kabrich looked at pre-PPM and post-PPM cost-per-point data from SQAD for Houston and Philadelphia and then did his own calculation of where CPPs ought to be under the 70 = 100 formula. Here is the chart he presented recently to the National Association of Black Owned Broadcasters.  


How is the one-time recalculation of CPPs supposed to work? Kim Vasey, Senior Partner/Director of Radio at mediaedge:cia, provided RBR/TVBR with some detailed analysis a few months ago.