DOES VOLTAIR DISTORT NIELSEN
AUDIO PPM DATA?
I received an anonymous
comment to yesterday’s post about the WBUR/WGBH NPR News battle in Boston. The
writer had two questions:
What's "Boston Today"? Were you referring to
RadioBoston?
You are correct. It should have read “Radio Boston.” Thanks for pointing out
the typo.
Also, any analysis based on ratings in any PPM market has to
be suspended indefinitely until the whole Voltair mess shakes out. Until then
you don't know who's using Voltair to boost their numbers and who isn't, so [how
can] you compare anyone using Nielsen numbers?
Let’s fact check your
assertion.
WHAT IS A VOLTAIR?
A Voltair is a blackbox
device that enhances the robustness of the Nielsen Audio digital watermark. The
readability of a digital watermark is the way PPM works.
THE VOLTAIR AT WORK • COURTESY OF THE TELOS ALLIANCE |
Voltair boxes are the product
of The Telos Exchange [LINK] a television and radio technology company based in
Cleveland. The folks at Telos figured
out Nielsen’s proprietary algorithms for the watermark each station embeds in
it’s signal to be measured in the PPM ratings.
A Voltair is like Your Watermark on Steroids. Telos sells the device as a ratings booster.
THE CASE FOR SAYING VOLTAIR SKEWS PPM DATA
The writer of the anonymous comment
clearly believes that stations that use a Voltair to goose their watermarks are
making Nielson Audio PPM data unreliable.
The Voltair debuted in April
at the NAB Show, so there is not much research quantifying it’s impact. The
hype is It Really, Really Works –
more aspirational than a track record.
The Voltair discussion brings
up lingering doubts about the reliability Nielsen Audio's PPM
system. PPM was cooked up at Arbitron and was bought by Nielsen. Some observers say Nielsen should not
have kept the PPM system proprietary to make it harder to bootleg.
THE CASE AGAINST SAYING VOLTAIR SKEWS PPM DATA
First, Voltair does skew PPM
results but the real question is how much.
We don’t know the answer yet.
Over the years a number of devices have claimed they boosted ratings. I’ve used a lot
of them, particularly loudness enhancers. They seemed to work, a little. But
at the end of the day, it is the programming that really determines
listenership.
I’ve found over the years that folks who complain about the ratings tend to
work at stations that aren’t doing well in the ratings. I think saying Voltair makes PPM data
unreliable is killing the messenger who has a message you’d rather not hear.
Hi Ken, same commenter here. Thanks for the clarification on the Boston Today bit...sorry to be a nitpicker, though. :)
ReplyDeleteSecond, I can't reveal myself on this. But I have direct access to Nielsen reports for our station's market, and they clearly show a HUGE boost beginning at the same time I happen to know a Voltair was added to the station in question (all on the QT and hush-hush, but I know the dates close enough to show correlation). This is on more than one station, both public and commercial radio. In one case, the boost is roughly 50%. Some hours are seeing a 400% increase, some more like 0 to 10%. But several hours across the week are seeing 50-60% increase in AQH and, and 20-30% increases in cume.
I'm told that this is not atypical for Voltair installation. However, for some customers of Voltair, the increase is nowhere near that dramatic. It entirely depends on the individual station's situation.
However, that merely reinforces the problem that Nielsen PPM numbers are not reliable.