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Saturday, March 13, 2010

The PPM in Canada – a report from Canadian Music Week in Toronto

At Friday morning’s “BBM/PPML Key Learnings and Challenges In Audience Measurement” session, Coleman Insights’ Warren Kurtzman previewed the company’s upcoming look at “The PPM DNA of Canada’s High Performance Radio Stations.” As in a previous U.S. study, Kurtzman found that those stations were driven by higher daily cume and by more listening occasions. Canada’s PPM rollout, while not without issues about sample size, has been less contentious than its U.S. equivalent. BBM president/CEO Jim MacLeod says that he thinks his Arbitron meters “are doing well with it, but that’s not what the press is saying,” while Kurtzman says that there may have been “unrealistic” expectations about what PPM could show. Asked about the cellphone only issue, MacLeod said that the higher cost of cellphone service in Canada made CPO a different issue there, also asserting that CPO listeners’ habits were not different than landline listeners—even at the younger end.

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