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The survey for the PPM radio ratings that will be used as currency in the Philadelphia market begins today.
According to Arbitron, 51 stations are prepared to be measured electronically, representing 98.95 percent of the share of listening among radio stations in the market.
That number of stations encoding will continue to increase, as additional stations in the Philadelphia market have requested and are currently installing PPM encoding equipment.
Arbitron has installed a representative panel of more than 2,040 persons age 6 and above. Approximately 8 percent of the panel was recruited from cell-phone-only households.
Before the release of the first currency ratings for the March survey, Philadelphia stations and agencies will have had the opportunity to evaluate and explore two months of pre-currency PPM listening estimates. (PPM estimates for the January survey have already been delivered; the February survey will be delivered in late March.)
Subscribing radio broadcasters will also begin receiving weekly PPM data on March 28, covering the first four weeks of the February survey. Weekly downloads will begin April 2, beginning with estimates for the week of March 8-14.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
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