This is for our radio affiliates….something to think about:
Last month, Arbitron released a research report that indicated 22.2% of PPM (People Meter) cume comes from P-1 listeners, accounting for 52.4% of the average station’s total AQH.
In diary methodology, P-1 averages remain at 35.7% of the average station’s cume, accounting for 70.4% of AQH.
Country radio consultant Jaye Albright asks the question:
Does the difference in the ratios mean that having one of your heaviest users in the PPM sample is 20% more important than it has been to achieve consistent performance in diary samples?
In other words, are your P-1′s even MORE important in a PPM world? If your answer is yes (as it should be), what are you doing to identify, recruit and reward those P-1′s? How are you managing the relationship with them to increase your chance of success?
Brand Loyalty should be a central focus of your programming, marketing and promotion strategy. The tools in your Triton Loyalty program are invaluable. We’d love to hear your thoughts, ideas and success stories.
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