tag:blogger.com,1999:blog-8927785.post7732175900090930066..comments2023-09-17T04:20:48.417-07:00Comments on Jaye Albright's Breakfast Blog: AveragesAlbright and O'Malleyhttp://www.blogger.com/profile/13933457732458275539noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-8927785.post-68295449093903312362009-03-23T16:03:00.000-07:002009-03-23T16:03:00.000-07:00Great points, Jaye.With the diary, there was never...Great points, Jaye.<BR/><BR/>With the diary, there was never any way to measure how many stations a diary keeper listened to over a month - because, of course, the diary was kept for only a week.<BR/><BR/>It's interesting that there are a fair number of high station counts even in what appear to be the middle quartiles of the chart (midway between heavy and light listeners).Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8927785.post-4437292565092012272009-03-23T02:06:00.000-07:002009-03-23T02:06:00.000-07:00VERY Interesting blog! But I’m not convinced that ...VERY Interesting blog!<BR/> <BR/>But I’m not convinced that we should be too quick to throw out all your previous conclusions.<BR/> <BR/>If I am reading the charts correctly, the PPM figures are over a month, not a week. Do you know if that is true?<BR/> <BR/>Even if these are weekly values, we don’t have any clarity about this extra listening or its value.<BR/> <BR/>1. How much of this is nearly meaningless? A study by Ball State showed that the diary captures 85% of listening volume. How many of those extra radio stations fall into the last 15%? Given the nature of the reach and frequency distribution curve, I would submit that we can dismiss that listening as misleading at best. I fear that it is more likely very dangerous because of the effect it has on the average values of just about every calculation. We should only interested in the number of stations receiving MEANINGFUL listening – not every time a meter catches the audio encoding.<BR/>2. Is this incidental listening – audio exposure – but nothing was actually “heard”? Anything not head is useless to programmers and advertisers? Diaries capture listening that people are aware of. Those are the stations that they will create relationships with.<BR/>3. Is some of this mere curiosity? To understand that, we would need to carefully study the number of times that a station might be sampled, but then not returned to for a week or more. While such behavior might have some small relevance to the sales effort, it would be of low priority to programming.<BR/> <BR/>Whether we are talking about creating a real relationship with listeners, or even simply generating enough TSL so that an advertiser has a fighting chance of getting a commercial heard, our goal is average persons per quarter-hour.<BR/> <BR/>Our focus has to be within our domain of influence: those who return to us regularly, because they like our programming.<BR/> <BR/>The skewing of cume and TSL values that the extra stations the meter picks up audio signatures from over the course of a month are dangerous distractions from what we need to focus on. I think we must, now more than ever, make our programming decisions based on the people who put us into their top tier – the stations that they are involved enough with to write down in their diaries.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8927785.post-37460287653901730882009-03-22T18:32:00.000-07:002009-03-22T18:32:00.000-07:00Good blog post, Jaye. While PPM expands the numbe...Good blog post, Jaye. While PPM expands the number of stations listeners "hear" from the diary's "2 or 3", yes...PPM picks up that actually another 3 or 4 are listened to on at least a semi-regular cume basis. What's really interesting in a market like Montreal - split by Anglophone and Francophone sampling, there is actually a lot of cross-language tuning (English listeners tuning in French stations and vice versa).<BR/><BR/>More importantly, daily cume occasions are far more frequent with PPMs than as previously believed with the diary system, substantially increasing total daily cume reach (pummeling daily newspaper cume reach and nearly matching TV cume usage). This makes radio a far stronger advertising option for the $$$ than the diary system had the ad market believe.Anonymousnoreply@blogger.com