Audiências electrónicas mostram mais ouvintes

Eis um estudo que mostra aquilo que já se suspeitava: a mesma rádio, no mesmo período de emissão, terá mais ouvintes, desde que medidos electronicamente (no caso com o PPM):

«According to Harmelin Media, the analysis shows conclusively that the increase in reach for individual radio stations also translates into greater reach for a wide range of commercial schedules. Results were consistent across every demographic and schedule type analyzed, with jumps in reach ranging from 13 percent to 118 percent. “This analysis conclusively demonstrated that the reach of radio far exceeds previous perceptions,” said Bernie Shimkus, director of research for Harmelin Media. “For advertising buyers, this means that radio can be used in more types of advertising campaigns, and purchased using different scheduling approaches. In addition, the findings were consistent with all stations and not just market leaders".»

Metodologia: "A new analysis conducted by Harmelin Media reveals that a change to Arbitron Portable People Meter ratings will result in a dramatic increase in audience reach for commercial schedules typically run on local radio stations. The 2005 study was co-sponsored by WBEB-FM and was made possible by the full participation of all major radio stations in Philadelphia during the Arbitron PPM market trial in 2002 and 2003. The Harmelin analysis used actual client radio schedules run in Philadelphia. Harmelin substituted Arbitron’s PPM radio audience estimates for estimates from the traditional diary-based ratings method." (Harmelin Study Reveals True Reach Of Radio Advertising & Benefits Of PPM, radio Ink, 25/1/06)

«“The Portable People Meter will give radio the visibility it desperately needs among advertisers who are focused on all things electronic and digital,” said Jon Mandel, chairman, MediaCom US and chief global buying officer, MediaCom Worldwide. “Electronic measurement and credibility go hand in hand with the Arbitron Portable People Meter".»

2 comentarios

[jpmeneses - 29 de enero de 2006 - 01:45]

Olá Daniel: penso que se referem ao facto de a medição electónica mostrar que o contacto com a rádio não se fazer apenas nos períodos "driving", mas noutros horários. E que nem só "o sinal horário" é um bom horário para apostar publicitariamente, mas que há outros momentos do dia (da hora de programas) que podem ser rentabilizados. Não interfere com a discussão dos formatos, penso.

[dan3 - 26 de enero de 2006 - 12:45]

no sé a qué schedules se refiere y me intriga por nuestra discusión de formatos