Not so Fast About That Radio Death Thing

by Bob Hamilton on 06/10/2008, 05:08 PM

Tags: arbitron , los angeles , ppm

LA Radio Reaches 9.2 Million People During an Average Weekday According To Preliminary Electronic Measurement Results From Arbitron

PPMTM Data Shows Radio’s Daily Reach is more than 4 times larger than the combined circulations of LA’s twelve largest newspapers.

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.