If you have never worked in a Portable People Meter market, learn about the new ratings currency by studying PPM documentation from Nielsen and your company, have discussions with your peers programming in PPM markets, and practice PPM techniques in your current situation.
Here are a few tips I learned from following the above instructions.
The most important thing I learned about PPM is that the majority of listening comes from primary listeners, so you have to super serve your core, primary listeners, P1s.
It is very important to create more listening occasions. You have to create tune-in opportunities to get listeners to come back often. Those opportunities can be created on-air and off-air by the talent, imaging, social media, and other elements.
While creating tune-in occasions is important, it is just as important to prevent tune-outs. Stations have to get rid of meaningless content unappealing to the target audience, run flawless transitions between songs and stop-sets, and personalities must deliver concise talk breaks.
Stop-set lengths and placement is also a key factor in managing tune-outs and protecting quarter hour ratings.
Marketing is highly import in PPM because you want your brand to be top of mind and be the first station listeners think of when they decide to turn on the radio.
Finally, don’t react to every drop in ratings. You have to make decisions based on trends not one moment.
This is just the basics and a place to start. The development and growth of the PPM technology will continue to evolve and so will the methods for programming in the PPM era. So keep reading, studying, and learning so that you won't be left behind in our ever-changing industrying.
Lj
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