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Ongoing sampling issues related to PPM technology have caused unnecessary ratings and share volatility, said Beasley’s president/COO Bruce Beasley in a Q1 conference call this morning.
The volatility is impacting Beasley Broadcast Group and other broadcasters’ operating results, he said (via Radio Ink).
Beasley said Arbitron’s initiative to address the undersampling of the 25-34 demo have resulted in an undersampling of the 18-24 demo, as well as a significant decrease in the sample of 34-44s. “This is extremely disruptive to ad buyers, particularly those who use a one-book approach rather than a three-book average to make buying decisions,” he said, adding, when asked whether he thinks Arbitron will successfully continue to commercialize the PPM in September, “I would not want broadcasters to go through what we’re going through in Philadelphia…. I would hope that they wouldn’t roll out Arbitron’s new markets until the cells and subcells are at proper samples.”
During the earnings call, Beasley said the company’s Philadelphia cluster outperformed the market substantially, and said that WRDW (Wired 96.5) and Country WXTU are “incredibly solid radio stations.”
The company has chosen not to provide specific quarterly guidance. CFO Caroline Beasley said the company expects its stations to “generate quarterly net revenue growth or decline in line with the industry.” The company does expect a 3 percent decline on total net revenue in the second quarter from its decision not to renew broadcast rights for Major League Baseball’s Florida Marlins.
She also said there have been ongoing difficulties in Ft. Myers, which saw radio revenue fall 23 percent, and Las Vegas, which saw revenues fall 10 percent in March.
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