Next month is the National Association of Broadcasters’ annual radio convention, to be held in Atlanta. I wish I could be a fly on the wall in some select panels and the local off-hours watering-holes. Fireworks are expected over an issue that’s been feistily percolating for more than a year — the integrity of the U.S. radio ratings system.
First, a quick primer about radio ratings in the United States. Administered by Nielsen, the ratings are collected by two primary means: listener diaries and Portable People Meters (PPM). The PPM system is a small pager-like device that selected listeners carry around with them; when exposed to a station’s broadcast, the meter logs the station and time spent listening. How? Stations that subscribe to the Nielsen ratings in PPM-enabled markets broadcast a special audio watermark that is inaudible to listeners, but that PPM devices can hear. The watermark is a 1000-3000 Hz tone; as a proprietary technology, the only way to work out how it really operates is by observing it in the wild or by examining its patents.
When the PPM system was introduced in 2007, it was touted as a new era for measuring radio ratings because listeners aren’t all that great about accurately and meticulously recording all the stations they’re exposed to. For example, radio often functions as background noise in places like restaurants, stores, and offices; when you’re at the dentist are you really paying attention to the smooth/lite pabulum oozing from the waiting room ceiling? Today, four dozen markets are measured using PPM technology. Continue reading “Voltair Controversy: The Seduction of Denial”
Tag: ratings
The Numbers Game – Or Cooking the Book
It’s no surprise that since the radio industry underwent massive consolidation, the Arbitron ratings system – called “the Book” by those in the business – has come up with numerous ways to “help” broadcasters tout their supposed success.
Have you ever noticed that multiple stations in a market will call themselves “Number One?” How do they do that? It’s easy. Not everyone uses the same ratings.
But if they’re all coming from Arbitron, how can that be? Even easier: you cook “the Book.”
Allow me to quote from the Arbitron’s own description of the service it can provide to a radio station:
“(Arbitron’s ratings service) allows stations and agencies to customize survey areas, dayparts, demographics and time periods to support target marketing strategies.” Continue reading “The Numbers Game – Or Cooking the Book”