The Radio Marketing Bureau (RMB) is previewing some general trends as part of its latest series of PPM information capsules. It follows BBM’s recently released pre-commercial radio audience data for Vancouver, Calgary, Edmonton and Toronto, which was based on preliminary info collected between June 1 and Aug. 31 this year.
According to the RMB study, PPM shows a similar average weekly reach to what diaries report from a market perspective, but that when it comes to a station perspective, radio cumulatively reached over 90% during the 13-week period. Noting that PPM accounts for actual exposure to a radio station (for even a minute or more), while diary respondents report listening to stations that are part of their daily routine and seldom record second-hand exposure, the report found that average weekly reach by station as measured by PPM was 98.7% of Calgary’s A18+ demo, and a 93.6% reach according to diary measurement. In Vancouver, the same group shows 98% and 90.5% respectively; in Toronto, 98% and 92.2% respectively; and in Edmonton, 98.4% and 94.6% respectively.
The two audience measurement methodologies also measure frequency differently, something RMB again says comes down to recall versus actual exposure. ‘Naturally the average frequency for any radio station campaign will be lower when occasional and incidental listeners are part of the equation,’ states the report.
The study also indicates that PPM reports no defined ‘prime time’ for radio: while diary data typically reports that the morning and afternoon drive had the highest reach potential, PPM indicates that daytime tuning is just as strong.
Looking at the evolution of average minute audience ratings from Monday to Friday in quarter-hour segments for adults 25 to 54 and owners, managers, professionals (OMP) aged 25 to 54, OMPs showed a peak in morning and afternoon drive overall, with tuning profiles changing according to audience demo, lifestyle and station.
In Calgary, the preview shows a shift in share of tuning hours by daypart when comparing PPM to diary for the A18+ crowd: morning drive lost seven percentage points while evenings and weekends increased their share slightly.
Comparing PPM results for adults 18 to 34 and adults 25 to 54 in Calgary, lifestyle influenced tuning, with the younger demo tuning in more during evenings and weekends.
In Edmonton, morning drive lost six percentage points while evenings and weekends increased their share. Comparing PPM results for adults 18 to 34 and adults 25 to 54 in Edmonton, share per daypart was similar: for 25 to 54 year olds, the share of tuning hours in the morning is slightly higher because the majority of this demo is employed, while a significant portion of 18 to 34 year olds are still in school and therefore less likely to be listening to radio early in the morning.
When comparing PPM to diary for adults 18+ in Toronto, morning drive lost three percentage points while evenings and weekends increased their share slightly. Comparing PPM results for adults 18 to 34 and adults 25 to 54, the share of tuning hours in the morning is higher for the older demo for the same reason as it is in Edmonton.
Morning drive in Vancouver lost six percentage points while evenings and weekends increased their share slightly as well. Comparing PPM results for females and males aged 25 to 54, men have a higher share of tuning hours during weekday mornings while women are more likely to listen weekday afternoons and weekends.
‘The radio audience hasn’t changed – the measurement has changed,’ RMB president Gary Belgrave tells MiC. ‘The data will help advertisers and agencies to better zero in on their key audiences. This measure means that reach figures are up as more listeners are reached for all exposures to radio,’ adds Belgrave. ‘All daypart listening is strong and depending on your desired target, afternoons, evenings or weekends may prove to be your target’s ‘prime time.”
While noting that the info is not official ‘currency’ data, and cannot therefore be used for transactional or promotional purposes, BBM has consented to releasing pre-currency market figures so that subscribers can become familiar with the PPM information prior to commercialization on Dec. 10, 2009.
