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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