Network Radio Research Council Addresses PPM Integration Into National Radio Measurement Currencies

Network Radio Research Council Addresses
PPM Integration Into National Radio Measurement Currencies
Recommendation Developed for Posting and Re-rating

(New York, May 18, 2009) - The Network Radio Research Council (NRRC) has released its recommendation for the posting and re-rating of national radio during Arbitron's ongoing integration of Portable People Meter (PPM) audience data into the national radio measurement currencies of Nationwide and RADAR.

As local PPM markets become commercialized, the corresponding audience data is being phased into both Nationwide and RADAR. This process, which has already begun, is expected to continue for at least the next two years. Because more PPM respondents should be added to each subsequent release of Nationwide and RADAR, changes in reported audience estimates may be associated with differences in diary-based methodology versus PPM-based methodology, rather than changes in listening.

This recommendation has been developed by the NRRC following consultation with Arbitron to assist users during this transitional period. As the available national currencies are expected to reflect a methodological change for each survey released through 2011, the NRRC has formulated the following recommendation to assist in their use.

Post-Analysis/Re-rates: Given that the mix of diary/PPM will vary from one release to another, users should base any post buy analyses strictly on the survey upon which the decisions were originally made.
Changes in reported audience estimates may be associated with differences in diary based data collection as compared to PPM based data collection. Any analysis of audience change should focus on the corresponding affiliate list and/or clearances.

"The process by which the PPM data is being integrated into our national audience databases is unprecedented in any broadcast medium," stated Pamela Foster, Vice President of Research/Crystal Media Networks and current Chair of the NRRC. "The NRRC's commitment is first and foremost to the advertisers and agencies with whom we are partnered. This recommendation is intended to serve as a guide for evaluating the delivery of purchased schedules."

"We commend The Network Radio Research Council for its initiative in recommending guidelines to help all network buyers and sellers during this unique transition," said Pierre Bouvard, Executive Vice President - Sales, Arbitron Inc.

The Network Radio Research Council continues to work closely with Arbitron in the development of comprehensive long term planning tools for the marketplace during the PPM integration process.

The NRRC was created in 2001 to promote valid, reliable, and effective national radio audience measurement research. Its members include American Urban Radio Networks, Citadel Media, Crystal Media Networks, Dial Global Inc, Premiere Radio Networks, United Stations Radio Networks, and Westwood One Radio Networks.


For more information on the NRRC, please contact Pamela Foster at 212-922-1601, ext. 226 or Paul Bronstein at 212-641-2024.