The New Radio Model for radio is Hyper-Local and Multiplatform, neither of which is measured particularly well by Arbitron in the diaries or with PPM.  That said, there is one lesson from both Arbitron services that will help you succeed in the new model – great ratings are driven by listening occasions.

In both diaries and PPM, Core, or P1, listeners tune in about 1.5 times more per week (150%) than Fringe listeners.  By comparison, the time spent listening per tune-in for Core listener is 30% greater.  This might be an oversimplification, but getting someone to tune in is five times more important than keeping them from tuning out.  (Read More)

Arbitron’s Portable People Meter (PPM) data reaffirms public radio’s appeal to college educated listeners. Public radio’s ratings performance is best among people with a college degree or higher.

While college educated listeners are public radio’s strength, the majority of college educated listeners don’t use public radio on a weekly basis. The data suggest that public radio might still be more a niche medium than we thought.

That niche has served public radio well. That niche will serve public radio well into the future and it might provide an example to all radio stations trying to succeed in a constantly fragmenting media marketplace. (Read More)