What will PPM do to Hot AC?

[whitfm]

Just wonderin...

[whitfm]

Let me be more specific. In the past several years, Hot AC has not been a format which stands out as a ratings leader in more developed markets. With the transition to PPM, will we start to see more Hot AC success, such as was predicted with rock formats?

[AM FM listener]

Your question made me look at the handful of markets currently using PPM (e.g., NY, LA, Chi, SF, Hou, Phil, Long Is).  R&R shows the 6+ numbers on their website.  So far, it does not appear that Hot AC is showing any meaningful improvement.  Moreover, it seems that its more "pure bread" format neighbors, CHR and AC, are doing better than Hot AC with PPM.  Not sure why that is though. 

[LasVegasRadioJunky]

From all the searches I have done on PPM markets, Classic HITS (not Classic Rock) formats stand to see growth in the PPM world.

[AM FM listener]

From all the searches I have done on PPM markets, Classic HITS (not Classic Rock) formats stand to see growth in the PPM world.

Aah....a case where the "hybrid" format, Classic Hits, is doing better than its "pure bread" neighbors, Classic Rock and Oldies. 

[john77]

Your question made me look at the handful of markets currently using PPM (e.g., NY, LA, Chi, SF, Hou, Phil, Long Is).  R&R shows the 6+ numbers on their website.  So far, it does not appear that Hot AC is showing any meaningful improvement.  Moreover, it seems that its more "pure bread" format neighbors, CHR and AC, are doing better than Hot AC with PPM.  Not sure why that is though. 

You must have not seen the LA numbers or looked at them closely.  Hot AC KBIG gained about 74% (3.3 vs a 1.9) when you compare the first PPM numbers (from July) with the Arbitrons from the same period.  CHR KIIS saw about a 20% jump (4.9 to 5.9) while AC KOST was at a 3.7 in BOTH surveys!

I haven't had a chance to look too closely at the other markets yet, but from what I've heard, the other Hot AC's (not surprisingly) have seen similar bumps.  It makes sense based on the differing methodogies used...

Randy (Kabrich) or David can probably give you a much better and thorough answer to this than me though.

[AM FM listener]

Yes, john77, you are correct about KBIG/LA's improvement from diary to PPM.  I guess I was thrown off by R&R classifying KBIG as (mainstream) AC, not Hot AC.  However, Arbitron labels them as a Hot AC.  So, I guess KBIG is kind of a "tweener".  In any case, KBIG does seem to "lean" Hot AC (vs. KOST) and has shown considerable improvement under PPM so your point is well taken.  For that matter, I hope PPM is good to Hot AC as I like the format.