(Weekend Edition)
Ever since Arbitron hit radio with their Portable People Meter or PPM measurement, the medium and ad-heads have been trying to figure how to use it effectively. Apparently radio has figured out that if you move your stopsets to :15 and :45 you can get better average quarter hour shares (AQH) - the holy grail of the ad world. That's what a majority of music stations in PPM markets have done, according to a new study by Media Monitors. The report shows a "pronounced shift" away from the traditional stopset at :20 and :50 after the hour. Media Monitors compared spot placement times in August 2009, which were mostly placed at :20 and :50 to today where PPM stations are now running their commercials at :15 and :45. And why did radio move their stopsets in PPM markets? Because Arbitron revealed where to place stopsets to maximize AQH performance on music stations in PPM markets, not that there's anything wrong with that. At least they shared that tip with everyone and not just an exclusive few...
And where did this knowledge come from? A study called "The Impact Of Commercials On Station Performance" which concluded that placing stopsets at the top and bottom of the hour (or at 15 and 45 minutes past) would minimize bounce and reduce missed quarter hours on music stations in PPM markets. The average station could increase AQH performance by 35% by getting credit for all the quarter hours in which listeners heard the station, the study concluded. As for stations in diary markets, shifting your spot load, won't work. It just works for stations measured electronically. Media Monitors CEO Philippe Generali said they found "Twice as many stations in PPM markets are playing spots at :15, compared to last year. The first quarter hour, however, remains a traditional 'sacred cow' where hardly any music station wants to be caught in a commercial break."...
So now that the PPM secret is out, won't it come down to the actual performance of the radio station? Knowing that moving your stopsets produces better AQH shares helps but not every station will improve their performance by 35%. The station with the best programming will not only get closest to that 35%, they'll also win the market. Nothing new there...
10 Timeline Memories:
1.1907] The dawning of auto accidents: The 1st taxicab hits the streets of Manhattan. The 1st crash will follow shortly (8/13)...
2.1912] Now the real hams come out: The 1st experimental radio license for a college radio station is given to St. Joseph's College in Philadelphia (8/13)...
3.1939] Classic premiere: The MGM musical "The Wizard of Oz" opens at Grauman's Chinese Theater in Hollywood (8/15)...
4.1953] Whiffed: The whiffle ball is invented providing lots of future major league players with their first taste of hitting a pitched ball (8/14)...
5.1958] Wedding Bells: Buddy Holly and Maria Elena Santiago rock down the aisle in Lubbock (TX) (8/15)...
6.1961] United we stand, divided we fall: Berlin is divided by a barbed wire fence to halt the flight of refugees. Two days later work begins on the Berlin Wall (8/13)...
7.1969] Live from Woodstock: Richie Havens opens the historic 3-day music event (8/15). Also appearing during the weekend of music, mayhem, mud and luvvv, man, include acts like: Janis Joplin, Sly & the Family Stone, Joe Cocker, Jefferson Airplane, Santana, Creedence Clearwater Revival, Blood, Sweat & Tears, Crosby, Stills & Nash and more...
8.1995] "Happy Trails": Baseball Hall of Famer Mickey Mantle loses his battle with liver cancer at 63. Mantle campaigned actively for the donation of organs to save lives during his final days (8/13)...2007] Baseball Hall of Famer and Broadcaster Phil Rizzuto dies in his sleep at 89 (8/13)...
9.2003] Blood money: Libya agrees to set up a $2.7 billion fund for families of 270 people killed in the 1988 Pan Am bombing (8/13)...
10.2003] Lights out: A massive blackout hits the northeast and parts of Canada with 50 million losing power (8/14)...
Music Memories:
•1952] Recorded on this date: The original version of "Hound Dog" by Willie Mae "Big Mama" Thornton (8/13)...
•1965] Released on this date: "Help" (the single) - Beatles (8/13)...1965] "Hang On Sloopy" - McCoys (Rick Derringer) (8/14)...1966] "You Can't Hurry Love" - Supremes (8/13)...1971] "Reason To Believe/Maggie May" - Rod Stewart (the 'A' side was "Reason" until everyone started flipping the record)(8/14)...1976] "Rock 'N Me" - Steve Miller Band (8/14)...
•1965] Live from Shea Stadium: The Beatles set a record for the largest single crowd at a concert as Shea Stadium swells to 56,000 fans screaming their brains out for the Fab Four (8/15)...
•1969] Live from Woodstock: Here's what it looked and sounded like...(8/15)...
"Happy Birthday...happy birthday": (8/13) Debi Mazar (46), John Slattery (48), Danny Bonaduce (51), Dave "Baby" Cortez (72), Mudcat Grant (75), Pat Harrington (81) and Fidel Castro (84)...(8/14) Tim Tebow (23), Clay Buchholtz (26), Ex-Patriot's linebacker Mike Vrabel (35), Halle Berry (44), Magic Johnson (51), Marcia Gay Harden (51), 'Far Side' cartoonist Gary Larson (60), Danielle Steel (63), Susan St. James (64), Steve Martin (65), Jimmy (NFL) Johnson (67), David Crosby (69), Dash Crofts (70), Earl Weaver (80) & Buddy Greco (84)...(8/15) Ben Affleck (38), Debra Messing (42), Princess Anne of Britain (60), Jimmy Webb (64), Linda Ellerbee (66), Jim Lange (77), Mike Connors (85) and Rose Marie (87)...
Timeline Countdown: 24 days until Labor Day, 27 days until the NFL opener (Minn. @ New Orleans) & 41 days until the arrival of autumn...
