First PPM readings out Monday

October 10, 2009 Off By Eric O'Brien

The first Pittsburgh ratings using the new Personal People Meters are due out on Monday. The new system, in which participants wear a small device which picks up a silent signal from the radio, is thought to be more accurate because it instantly picks up the signal rather than relying on people to remember to fill out a diary. Those taking part may wear the device for up to two years with new participants coming in on a regular basis. Ratings will now be tallied monthly, not just quarterly, and includes listeners aged 6-11. 1088 people are taking part in the Pittsburgh panel.

Negative attention has been given to the PPM device being criticized by minority broadcasters for under-representing minority listeners. It’s a complaint which has opened the eyes of the FCC and attorneys general in many states. As a result, Arbitron plans to increase the overall sample size by 10% within the next two years. Former WAMO program director Ron Atkins told the Post-Gazette, “There are not enough panels out there to get a good read with the ethnic audiences. There weren’t enough respondents out there on the young-ended stations. The urban stations are mostly a younger audience.” He went on to say that stations like WAMO had a long-lasting and strong brand which was easy to recall which was a benefit in the old diary system.

Meanwhile, KDKA’s program director Marshall Adams sees a consistency in the ratings so far saying that the PPM gives the station a much quicker feel for what attracts listeners.