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PPM Houston: Less TSL, But More Listeners
The ratings from Arbitron’s portable people meter trial in Houston are not reassuring for the industry, Billboard Radio Monitor reports. Overall, average quarter hour ratings are down by 20 percent, compared to diary measurements, with morning drive (6 a.m. to 10 a.m., radio’s biggest revenue-generating daypart, taking the biggest hit, down by more than 3 percent. Midday (10 a.m. to 3 p.m.) ratings were also lower under the PPM, down 21 percent. Other dayparts were down on average by 12 percent.
On the other hand, the PPM shows there is much less bounce in the ratings than with the diary, and reach is way up, more than double the number of weekly listeners for each radio station. Rankings among stations remained virtually unchanged.