LA Radio Reaches 9.2 Million People During an
Average Weekday According To Preliminary Electronic Measurement Results From
PPMTM Data Shows Radio’s Daily Reach is
more than 4 times larger than the combined circulations of LA’s twelve largest
Preliminary electronic measurement results from Arbitron’s new Portable
People MeterTM (PPM) service reveals that more than 9.2 million
people age 6 and older heard radio for five or more minutes during an average
weekday (Monday-Friday 6am-Midnight) in April.
These findings were shared by Arbitron today at a meeting with its customers
to introduce the new electronic measurement service in Los Angeles. The
estimates are based on preliminary data from Arbitron’s new PPM panel in which
is now in place in Los Angeles. Arbitron is scheduled to start its new Portable
People Meter service effective with its September report. The PPM will replace
the paper diary method that the company has used to collect radio audience
estimates since 1965.
Radio’s daily reach of 9.2 million people is more than four times larger than
the combined circulations of the twelve largest local newspapers in Los Angeles.
According to the Audit Bureau of Circulations the combined circulation of the 12
largest local newspapers in Los Angeles (The Los Angeles Times, the Orange
County Register, the Los Angeles Daily News, La Opinion, the Press-Telegram, the
Daily Breeze, San Gabriel Valley Tribune, Pasadena Star-News, Whittier Daily
News, Inland Valley Daily Bulletin, Ventura County Star, and the San Bernardino
Sun) was 1.829 million in December 2007.
PPM electronic measurement also reveals that twenty different radio stations
in Los Angeles reach more than one million people per week compared to only six
stations that exceeded this milestone in the present paper diary system.