Erwin Ephron, Ephron, Papazian & Ephron, Inc.

“Radio broadcasters and advertisers are taking bold steps in an effort to enhance the accountability of the medium. The Radio Advertising Bureau recently published guidelines for ‘posting’ and ad schedule guarantees and the American Association of Advertising Agencies continues to advance its e-business effort: ‘Project Reinvention.’ The Arbitron PPM™ is uniquely capable of delivering the granularity, precision and speed of reporting that can help Radio make these and other accountability initiatives a success.”

— Steve Morris, chairman, president and chief executive officer, Arbitron Inc.

“PPM™ finds reach where the diary finds frequency. Not a bad trade-off for both buyer and seller. Reach increases because PPM shows people listen to more stations. But unlike TV where expanding reach tends to mess-up targeting, PPM shows Radio maintains the same high demo concentration by format as shown by the diary.”

Time Magazine called the PPM one of the best inventions of 2007. PPM will grab those elusive Cell Phone Only households (16% in the US).

PPM’s more immediate feedback will allow Radio programmers to react more quickly and to be more effective.

What we’ve learned from other PPM Markets:

• Cume is up significantly for most stations.
• More people are listening in the evenings, on the weekends and overnight.
• The heaviest listening is done by the Full-Time Employed who are more likely to be better educated and have higher HH income levels.

Radio gets results. That hasn’t changed.

For more information on the PPM™ and how it will affect the Portland Metro Area advertisers, contact Melissa Kunde, PARC Executive Director by email at Melissa@portlandradio.org or direct by phone at 503.261.1880 to schedule a presentation.

For more information provided by Arbitron click here to download Planning & Buying Radio Advertising in a PPM™ World : How 70 Meter Target Rating Points Can Equal 100 Diary Rating Points.

Thanks to Northern California Broadcasting Association for all their help.