No longer should you focus only on P1's. Look at P0's.

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gbarn
Posts: 65
Joined: Fri Oct 02, 2009 9:04 am

No longer should you focus only on P1's. Look at P0's.

Post by gbarn » Wed Mar 13, 2013 8:56 pm

Don't confuse this new metric with the old "lost listening" category.. Lost listening was a representation of listening to sources such as PBS or religious programmed stations that Arbitron didn't report in its survey results. In good PBS listening markets, the lost listening % was 30%+. Today, Arbitron has a clever reporting standard of "subscribers only."

Yes, radio sellers are beginning to be questioned from buyers about a new metric called "PO"s." Ask your manager/consultant about PO's. It's a relative measurement of your cume against those those who have left radio completely, or those who have so little interest in radio that they don't want to be bothered anymore with surverys. They show in targeted research. It's something the RAB has not and will not address in the near future. Matter of fact, it's irrlevant to them. It would be like asking a car dealer to reveal the identities of customers who are so tired of auto-industry's outdated, lame tactics, and inferior products, that they hate car dealers, even more than traditionally. A growing % of car buyers today are buying used cars from private dealers.

The PO's in your market have grown overnight like black mold!
Last edited by gbarn on Mon Mar 18, 2013 6:59 pm, edited 4 times in total.

gbarn
Posts: 65
Joined: Fri Oct 02, 2009 9:04 am

Re: No longer P1's. Look at P0's..Commonly referred to as PO

Post by gbarn » Thu Mar 14, 2013 9:12 am

To be clear, lost listening included stations that had listenership from your market but not enough to meet the minimum reporting requirments individually. Collective numbers could be large when added to PBS and non-profits. I always thought Arbitron would serve radio best by whacking off the lost listening and use the remaining listening as the universe and show shares as a % of that universe. It wouldn't change listening levels of stations. However, it woiuld improve shares and show radio as the powerful local medium it is (was).

gbarn
Posts: 65
Joined: Fri Oct 02, 2009 9:04 am

Re: No longer P1's. Look at P0's..Commonly referred to as PO

Post by gbarn » Mon Mar 18, 2013 7:01 pm

I've had personal emails asking if my hidden definition of PO's was the "pissed off's?" Your call. I look at them as a block of the flock that has abandoned radio. Radio sellers don't want to discuss them, however, I consider them part of the mix when I'm buying radiio. It goes beyond the definition of P1's, 2's, 3's, or fourteen's and so on.

It's always difficult to get a customer back once they've walked. How many PO's (real ones) can you ifentify in your core? I probably spend more time with them on the subways of San Francisco than you do on the streets of Ft Wayne. But they're likely already in the Ft Wayne's of the world, or they're coming.....

goodhelp
Posts: 5
Joined: Mon Aug 30, 2010 11:52 am

Re: No longer should you focus only on P1's. Look at P0's.

Post by goodhelp » Tue Mar 19, 2013 10:03 am

Wife and I have bought seven cars using the Internet to research price/location of the car we wanted. Then we drove less than 50 miles and bought it on the spot. No hassle. No crazy dealer ads! All prospects had a good functioning web site and current available inventory. Oh, no radio ads in our decision! :!:

gbarn
Posts: 65
Joined: Fri Oct 02, 2009 9:04 am

Re: No longer should you focus only on P1's. Look at P0's.

Post by gbarn » Mon Apr 08, 2013 4:31 pm

TV's version of radio's "PO's" is the "Zero's."

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