A Coleman Research study on the performance of News, Talk and Sports radio in PPM measured markets vs dairy measurement has some good news for spoken word radio. The study released today to coincide with R&R’s Talk Radio Seminar in Los Angeles, “Beyond the Rhetoric: The Truth About the PPM Performances of Spoken Word Stations” reveals that the average spoken word-formatted station experiences a 12% improvement in the average quarter-hour (AQH) share Arbitron reports for it when Arbitron changes a market’s audience measurement system from diary to PPM. The study also reveals some not so good news for progressive talk stations who do not fare nearly as well under PPM as conservative leaning outlets. The full study is available on the Coleman Insights website.
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