PPM and radio personalities – Sarah McBride of the Wall Street Journal (Article (requires subscription) writes about how Ryan Seacrest and others in the radio business are becoming slaves to the results of data from the PPM devices that are measuring how what the host does affects when people turn the radio to another station.
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This is going to be a pretty big issue. Unless the disc jockey has something that adds to the conversations, radio companies are going to start looking for ways to fill that time slot cheaper. If that means turning on the ol’ automation system, that’s what it’ll come down to. A little text-to-speech software and the human DJ is obsolete.
That goes for syndicated hosts like Ryan Seacrest as well, not just local jocks. Name recognition isn’t going to cut it anymore.
My issue with this is they aren’t looking at the big picture – transient tuneout vs permanent tuneout. If a radio station figures out people are removing stations from their car radio or replacing radio with an ipod because of running way too many commercials – and filling the space with PSAs even if they don’t have ads sold… will they change that behavior?
While looking at PPM data will probably give some useful insights into ways to make your audience vanish, it tells you nothing about what makes them come back next time.