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I figure I might as well lead with a headline that speaks for itself. It is true. Radio continues to be America’s #1 mobile mass reach medium.
However, let me not fool myself into thinking that one bold statement (in italics too) would be enough. As a radio research geek, I know that many people respond best to a visual representation of data. So I will keep this straightforward and simple in order for the message to be clear.
Beginning in 2007, Arbitron (now Nielsen), rolled out PPM in nearly fifty major radio markets. Early on, we at Research Director, Inc. chronicled the impact on reported listening and were among the first to help our clients navigate these uncharted waters.
Arbitron actually conducted simultaneous Diary and PPM surveys in New York from September 20, 2007 through December 12, 2007. The published results showed that the average station had 27.6% lower P12+ AQH Persons reported by PPM than by Diary.
Nielsen Answers has a wealth of information for clients and agencies. One thing that I always make sure to check out are the pre-survey bulletins.
Prior to every quarterly diary release and the 13 “monthly” PPM releases, Nielsen makes available a pre-survey bulletin. Some of it is run-of-the-mill stuff such as their total line reporting policy and a reminder to notify them of any station changes. More importantly, they outline changes that will take place during the survey or anything else out of the ordinary. I recommend that all Nielsen clients peruse these bulletins on a regular basis. They’re made available far enough in advance to provide time to make any necessary adjustments.
Two years ago, Research Director, Inc. Partner Charlie Sislen posted his self-proclaimed “old man rant,” 55 and Still Going Strong. Now it’s my turn.
Advertising is the vehicle that transports a product, service, or cause to the respective audience. The current marketplace is filled with competition and a plethora of messages competing for the consumer’s limited attention. In addition to brands competing for limited attention, media vehicles are competing for limited advertising spending dollars in the marketplace. In this crowded arena, it is important to know which media vehicle will not only bring in the most target consumers, but which medium can convert those reached target consumers into revenue and generate a reasonable return on investment.
