Thursday, May 31, 2007

Groundbreaking PPM Research

Not all radio listeners are created equal: heavy radio users drive nearly 90% of the ratings. According to UW-Madison’s Ty Henderson PhD, "The listening preference patterns in this analysis mirrors what we see in many consumer products: a select few drive the majority of the category. Knowing who matters and who to target will be critical to stations’ marketing and programming."

Another important finding is that not all P1's are created equal. Although this was more or less known to be true in the diary world, a new measure, "percent of listening" (POL) uncovers the select few who REALLY matter the most. In fact, even so-called ";mass appeal" stations derive the majority of their listening from a very small, important group: less than 2% of the Houston market drives nearly half of the listening for a leading AC station. Bill Rose, senior vice president of marketing, Arbitron Inc. says, "Understanding P1 listening is crucial for radio programmers and this study will provide fresh insight into the dynamics of how it works in the PPM world."
Read more about this important new study going on now being conducted by dmr, Arbitron and the University of Wisconsin's AC Nielsen Center for Marketing. HERE


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