PPM Continues to Track Listening Patterns

PPM Continues to Track Listening Patterns
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Can TV stations use radio as an effective way to reach their target audiences?
Arbitron is finding similarities between TV viewers and radio listeners. According to data from the Portable People Meter trial in Philadelphia, television news viewers for the early newscast exposed to a particular radio format have similar radio listening patterns.
According to PPM data, the trio of local network affiliates draws early news audiences from primarily AC, news/talk and rock/alternative radio audiences. While local network TV newscasts show similar rankings of radio formats that their audiences listen to, prime time programming for local UPN and WB stations show dramatic differences. UPN's local affiliate is strong with urban radio audiences, with 61 percent of those listeners tuning to UPN. Compare that to the 45 percent of local WB audiences that listen to urban radio stations.