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93,700 listeners per quarter hour (AQH) registered
under the CATI methodology translated to 65,600
listeners per minute (GRP) under PPM, which un-
derlines the importance of redefining the contact
value of radio for the new currency to reflect dif-
ferent listening definitions and measurement sys-
tems. In order to counter this loss of inventory, the
leading commercial radio network MTG carried out
this process, increasing the CPM for radio from
approximately €10 to €15. The broadcaster suc-
cessfully communicated the additional value of a
PPM-measured listener over a CATI-measured
listener, and revenues have grown strongly since
the measurement was introduced. Radio’s adver-
tising market share increased from 5.2% in 2006
to 7.9% in 2013 (Nielsen, gross figures). In addition
to more reliable data, radio and television are now
bought by the same media buyers using the same
currency as TV, reducing complexity and increasing
the number of radio buyers dramatically.
The
Danish
PPM panel began in 2007. A year af-
ter the introduction, an overall rise in weekly reach
for all stations across different target groups was
reported, with the biggest rise in young target
groups. In terms of listening time, a drop was ob-
served across all target groups, but this varied by
age group. Other characteristics of the switch in-
cluded: highest reach increase among commercial
and smaller stations, drops in reach for intellectual
talk radio with classical music radio remaining flat,
as well as bigger drops in listening time among
commercial than among public stations. Small
commercial stations saw their listening times fall
the most
5
.
Sweden
is the most recent European country to
implement PPM. As a benchmark for other mar-
kets considering the switch and evaluating the rea-
sonable investment, the PPM panel costs approxi-
mately 3% of the Swedish radio market net value.
Comparison of CATI and PPM results shows higher
cume reach of total radio, shorter listening time
overall but higher listening in the afternoon, lower
AQH and TSL for individual stations, as can be seen
in figure X. As a result, an average campaign gains
higher net reach and lower frequency, leading to a
decrease in gross reach. Another outcome of the
switch was that the volume of advertising inven-
tory decreased correspondingly to a decrease in
ad break ratings, while CPT prices went up around
30% to balance this decline in ratings. The minute-
by-minute granularity and relatively small panel
size means that the market has suffered from zero
ratings for smaller channels in certain dayparts,
but overall the implementation can be said to have
benefited the Swedish radio market, which has
seen significant gains in ad spend. Further infor-
mation and advice from MTG Radio’s Martin Ot-
tosson can be found on page 15.
/ / Other markets testing
electronic radio measurement
Médiamétrie has tested electronic portable radio
measurement in
France
, using 750 panellists over
a six week period in late 2013. 18 radio and 4 TV
stations were measured during the trial, which was
designed to test Médiamétrie’s RateOnAir meter
technology, better understand panellist behaviour
and analyse ratings data. Panellists reported that
it is much easier to carry the device than it is to
complete diaries.
Comparison with the CATI (currency) figures in
France shows respondents tend to overestimate
their evening prime-time listening, and the curve
for morning listening also lags behind the declara-
tive figures somewhat, probably because panel-
lists do not activate their meters early enough to
pick up bedside table radio listening. However, the
listening curve is better matched to Médiamétrie’s
secondary diary panel research (conducted in two
waves per year), suggesting that electronic mea-
surement may replace this in due course.
In October 2015, Médiamétrie will conduct tests
of its second generation meter, which is smaller