Among other findings, this comparison revealed that:
- The average Daily Cume Rating of the High Performance Stations was 130% higher than the average for the non-High Performance Stations
- High Performance Stations achieved slightly higher Time Spent Listening levels, primarily because they generate an average of 5.6 listening sessions per day, 15% more than the 4.9 average number of daily listening sessions generated by non-High Performance Stations
- At 69.9%, the proportion of listening High Performance Stations generate out-of-home is higher than the 62.9% of listening generated out-of-home by non-High Performance stations
"Our findings are similar to those we uncovered in a similar analysis of American PPM data in 2009" said Coleman Insights VP Doug Hyde, who authored the study. "They support the idea that those radio stations that are well-known, have clearly-defined positions and have brand attributes that listeners want to affiliate with are the most likely to perform well under PPM measurement."
I find it sadly ironic that BBM Analytics' blog still includes a link to a very nice concept "Creating Passionate Users" since the very radio formats with the most passionate users are the ones which tend to do worst in PPM measurement due to the too-small sample sizes where the only number they seem to be able to track reliably is 6+ cume. You'd think that the ratings firms who do the measurement would understand that by now, but it seems that they do not. (3/26: be sure to read the comments, where I am called to task for stretching a blog link into a point at least one step too far and I apologize to BBM for it, then try to explain why I am so worried about this issue)
Yes, at a time when media fragmentation is the megatrend, it would be very nice if radio's audience measurement system wasn't crushing radio stations with small, but loyal and reponsive audiences, but that's simply not the way it is. Listeners look to radio for more diversity and variety now and yet PPM's tiny (compared to what would be ideal) panel samples reward just the opposite.
Forget about "passionate users" until PPM samples double or triple. Until then, it's all about cume, cume, cume.