In an article entitled, "Diary to PPM Radio Market Measurement Creates Share Anomalies" done jointly by Research Director Inc. and Inside Radio, the conversion of some radio marktes from diaries to PPM (Personal People Meter) has upset some long standing format rankings. We've excerpted some of the more important material below:

"According to a recent study by Research Director Inc. and Inside Radio, Urban Adult Contemporary radio formats have the highest share of listening per market, with an average 7.8 share among persons 6+, based on PPM (Portable People Meter) ratings. Despite that fact, Urban stations have lost share with the PPM. According to an earlier study by Research Director Inc., Urban Adult Contemporary stations saw ratings decline 17.2%.

The study, considering ratings for July through October 2009, from nearly 550 radio stations in 16 PPM markets, showed that Urban Adult Contemporary had the highest listening share, followed by:

* News/Talk, with a 6.7 share
* Country (6.4)
* Contemporary Hit Radio (6.0)
* Regional Mexican (5.3)

The appearance of Urban Adult Contemporary as the top format, and of Regional Mexican as number six, reflects the high concentration of African Americans and Hispanics in the 16 markets covered. The format rankers would be much different after Arbitron completes the rollout of the PPM in the top 50 markets, Research Director Inc. says.

Research Director Inc. president Charlie Sislen says "... all of the top five formats have very close average shares per market." reconfirming the highly-targeted nature of radio, with vast differences in how formats perform in individual demos.

Sports is second in men 18+ with a 7.1 but dead last in women (18+) where AC wins:

* CHR is tops in 18-34 with a 9.4 but fifth in 25-54 with a 5.7
* The regional Mexican format ranks #6 in 6+, second in 18-34, fourth in 18-49 and third in 25-54 in the markets where it exists

Sislen continues, "... individual market dynamics are far more important in PPM and every market is unique."

The report underscores the impact of a market's ethnicity.  Urban AC's surprise #1 appearance, along with that of regional Mexican at #6, reflects the high concentration of African Americans and Hispanics in the 16 large markets covered in the study."

If you recalll a previous article about how "red" radio is as a medium, this new data is "good" news for democrats in that Urban formats continue to be a democratic stronghold.  The Mexican format is of no help as, according to our study (based on Scarborough data) the incidence of voting - or interest in voting - is very low. 

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