I can’t say I’ve seen another day quite like this. With the BBM Fall ’09 Diary Numbers and the Fall ’09 PPM numbers being released covering basically the same time period, there are a lot of heads being scratched and brows being furrowed. They are calling these PPM numbers the currency release. Meaning that the release of today’s radio PPM numbers covering 13 weeks from September- November will be the ones most buyers and sellers will use for trading purposes.

Is The Canadian Association of Broadcasters Doomed?

BY JAMES CARELESS
RADIO WORLD INTERNATIONAL

Like the NAB south of the border, the Canadian Association of Broadcasters (CAB) has long fought for the rights of private radio and TV station owners in Canada. In fact, the CAB was founded in 1925 during Canadian radio’s infancy, to ensure that broadcasters didn’t get gouged by the government applying copyright fees to radio’s transmission of music.

Hennessy and Bray Communications is a full service advertising agency boasting some of the most recognized and respected professionals in the industry.

Since its inception in 1995, RadioWorks Inc. has delivered some of the most consistently effective radio campaigns in Canada.

These cuts are a sampling of the creative.  A combination that delivers proof positive that radio works.

Let’s take a look at the latest Toronto PPM figures (for Sept. 28 X 4 weeks) released today in comparison with the previous 4 week period.

A brief overview of share figures from the Toronto PPM Sept 2009 BBM release courtesy of David Bray...

Let’s take a look at the latest Vancouver PPM figures (for Sept. 28 X 4 weeks) released today in comparison with the previous 4 week period.

A brief overview of share figures from the Vancouver PPM Sept 2009 BBM release courtesy of David Bray...

With the release of today’s PPM numbers covering 4 weeks in September we have begun continuous measurement, with PPM ultimately replacing diary numbers as the trading currency for programmers and advertisers. Which method best represents the truth? Well, truth is relative. The fact is both systems offer estimates with a certain margin of error.

We now stand at the crossroads in terms of radio audience measurement and will soon have to embrace a completely new mindset in relation to ratings. For this summer and fall only, BBM has been concurrently using both PPM and Diary Methodologies in the markets of Calgary, Edmonton, Vancouver and Toronto. In essence, weaning us off diaries in order to make room for the PPM era. We will have continuous measurement in these markets, with PPM replacing diary numbers as the trading currency for programmers and advertisers. Which method best represents the truth? Well, truth is relative. The fact is both systems offer estimates with a certain margin of error. BBM came to the conclusion that PPM offers the best long term stability.

We are inching closer to a new era of audience measurement and a completely new mindset in regards to ratings. This fall PPM will officially arrive in Calgary, Edmonton, Vancouver and Toronto, providing continuous measurement in those markets and replacing diary numbers as the trading currency for programmers and advertisers. For now, let's take a look what the latest diary figures tell us.
 

With the release of BBM's Survey 1, we inch closer to the most significant audience measurement development in decades. Come the fall, PPM will officially be unveiled in the markets of Calgary, Edmonton, Vancouver and Toronto. Thereafter we will have continuous measurement in those markets, with PPM replacing diary numbers as the trading currency for advertisers.