CINCINNATI, Ohio
dmr, Arbitron and the University of Wisconsin's AC Nielsen Center for Marketing (UW-Madison) are set to release in depth PPM research this summer. The new study, entitled: P1's in a PPM World: New Insight Into Who Matters Most is the first-ever study of listener loyalty and preference (P1, P2, etc.) patterns over time. The research team analyzed over one year's worth of daily panelist-by-panelist level data from Houston PPM.
Built on the research begun in the Fall of 2005, this seminal joint research initiative will be released as an industry white paper this summer. According to Tripp Eldredge, President and COO of dmr, "This is our second and most important PPM study in as many years because it reveals what drives the ratings in the PPM world." Eldredge continues,"and perhaps as important, it helps us understand more about consumers in diary markets."
Although the final version of the paper is not yet complete, there are significant initial findings that will be of interest to both broadcasters and advertisers. In particular, 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."
For additional information in regards to the upcoming white paper, P1's in a PPM World: New Insight Into Who Matters Most, as well as the ongoing PPM research being done by Arbitron, dmr, and the UW-Madison, please visit www.dmrinteractive.com
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dmr is the leading provider of strategic marketing consulting and services for the broadcast industry. For nearly two decades, dmr has led the industry in fully integrated off-line and web-enabled direct marketing solutions that include precision-targeted, multi-contact direct marketing campaigns using telephony, direct mail, e-mail and database marketing services.
The University of Wisconsin-Madison’s A.C. Nielsen Center for Marketing Research is a world-class, innovative leader in the study of marketing research. Since the Center's founding in 1990, students have enjoyed focused, small-group study led by skilled instructors and opportunities for hands-on work to hone their skills and build their marketability. Internships and project assistantships at powerhouse corporations ensure that theories and methods learned in the classroom are supported, expanded upon and applied in real-world business situations.
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies in the United States and Europe. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People MeterTM, a new technology for media and marketing research.
Arbitron’s marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 2,100 employees; its executive offices are located in New York City.
Portable People MeterTM and PPM TM are marks of Arbitron Inc.
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Please Contact: Tripp Eldredge
Phone: 859-655-9200 ext 103
