R&R Convention: PPM Prep School

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: AUSTIN -- Is there a hotter topic in radio today than Arbitron's Portable People Meter (PPM) and the impact it is having on the markets where it’s live or in pre-currency? That was topic A on Wednesday morning (Sept. 17) when the R&R Convention kicked off here. : Becoming comfortable with the PPM in these months before PPM becomes currency in Chicago and seven additional markets on Oct. 8, Emmis Communications alternative WKQX (Q101.1) PD Marc Young set the stage for the panel by saying, "The amount of data available to you will make your head spin." And an "old hand" in the PPM game now, Greater Media active rock WMMR/Philadelphia PD Bill Weston, added, "PPM gives us confidence in analysis for any changes we make." : Describing what PPM has forced his company to do in Philadelphia, Beasley Broadcasting rhythmic WRDW (Wired 96.5) PD Leo Baldwin said, "It forced us to put the whole radio station under a microscope. In the diary, we had the No. 2 rated morning show. In PPM it was No. 13 and at one point dropped to No. 17. We needed to stop and ask ourselves whether it was the format or the content. What we did was trim the fat on content and added a few more songs and we're currently back up again -- No. 3 18-34." He added, "We had to do that to every single daypart, too. We really had to zoom in and understand how people are consuming our format." : Adding a word of caution, Cox Radio classic hits KTTC/Houston PD Ed Scarborough said, "We spent many years playing the diary game and now we're taking that same thinking and questioning how we'll play the PPM game. But what we cannot do is take our eye off of what the listeners want and what their expectations are. If we meet those expectations, we'll get our numbers, because if you don't have something that is relevant and real to your listeners, they are not going to tune in." : Session attendees were given a "PPM Tips" checklist collected by session moderator and R&R executive editor Paul Heine with the help of programmers working in new and existing PPM markets for broadcasters preparing to make the transition to electronic audience measurement. A few of those tips included: : - Prepare for an onslaught of inquires from sales, management and talent about the cause of notable dips and spikes in PPM reports. : - Get used to weekly ups and downs. While weekly reports have just as much heft (no weighting), analyzing the trend of monthly PPM averages will drive you less crazy. : - Adjust your audio logger/aircheck machine to collect 60 days of broadcasts, allowing review of spikes and dips. : - Don't run down the hall screaming when the jock doesn't give the calls first thing out and last thing in. : - Teach and encourage airstaff the "Art of the Tease," the benefits of forward momentum, and appointment setting to garner another occasion of listening and its value. : - Keep an event log of you and your competitors' inordinate programming events (pro sports games/broadcasts, special weekends, dates of your marketing). : - Re-work talent contract language for quarterly bonus structure. PPM and Tapscan can create three-month averages. : - PPM is a new world that measures actual exposure vs. recall so content is king. : - More listeners listen to more stations than we ever thought before (from 2-3 with the diary to 5-6 with the meter). : - Minimizing the reasons to tune out will be the new mantra. : : (R&R)

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