Thanks to the PPM method

Thanks to the PPM method
20 novembre 2008
	Montreal, November 19, 2008 — Thanks to 800°families in the Greater Montreal area who have been wearing a people meter on their belt for the last four years, radio audience ratings will now be much more accurate. The new method, known as PPM (Portable People Meter), was adopted by radio broadcasters in collaboration with Sondages BBM. The performance of radio stations in the Greater Montreal area will be unveiled on Thursday, November 20th. “This is a huge development for radio! We’ll finally be able to measure our ratings from one week to the next, one day to the next, and one hour to the next. The PPM will help radio broadcasters retain audiences, providing better service to advertisers intent on reaching increasingly targeted consumer groups,” mentioned BCRQ (Bureau de commercialisation de la radio du Québec) President and Corus°Québec Vice President Mario Cecchini. A measuring tool for the 21st century! “The impact of radio has always been measured using diaries that listeners filled out weekly. In the 21st century, we need a more accurate tool for Canada’s major urban centers. That’s why, with the help of Sondages BBM (a three-way partnership between broadcasters, agencies and advertisers) the decision was made to use the same technology currently used in Montreal television — a technology that measures media by exposure rather than by reports (using diaries). For instance, the PPM method allows you to clearly demonstrate that radio reaches as large an audience as television!” added BCRQ Vice President and General Manager Joanne Leboeuf. Montreal is the first city in Canada whose radio station performance has been measured using the PPM method. Starting in 2009, a dozen major Canadian cities including Toronto, Calgary, Edmonton and Vancouver will join the list. Tracking listeners, minute by minute The best feature of the PPM is that it tracks what listeners are tuning every minute of the day, every day of the week, 52 weeks of the year. In Montreal, no more BBM promotions — radio will now receive its report cards every 4 to 5 weeks! Panelists are now considered listeners of a station as soon as they are exposed to it for at least 1 minute. Obviously, the reported audience of all stations will now increase, as will the number of stations tuned into by each listener! Broadcasters will now be able to demonstrate that young people listen to much more radio than diaries suggest, and that weekend audiences are much bigger than was previously believed! Major results of the PPM: • For advertisers: One of the major benefits of radio is being able to track audiences 7 days a week, even as they make their purchasing decisions. The results of PPM will allow them to better reach their target audience, thus enhancing the effectiveness of their ads. • For broadcasters’ programming teams: Since they can now measure the reaction of their audience to any given song and to the performance of program hosts, they can now adapt their programming strategy more quickly. • For sales teams in the radio industry: They will now be able to present strategies that are even better suited to advertisers’ needs. “This is without a doubt the best planning tool available on the market! The major finding of this new method is that radio can position itself not only as a major, high frequency media — one that can elicit a quick response by a target audience — but also as a far-reaching media! Advertisers, agencies and radio stations will now have a much clearer picture of audience migration. This will maximize the impact of strategies aimed at delivering the right message — both in terms of programming content and advertising — to the right people at the right time in order to produce the desired behavior,” added Leboeuf. -30- Source: Bureau de commercialisation de la radio du Québec (BCRQ) For further information: Pierre Gince, APR pgince@direction.qc.ca Véronique Bernier, MA vbernier@direction.qc.ca DIRECTION Strategic Communications 514 284-2860
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Thanks to the PPM method