My last two columns have discussed the possible changes to the Nielsen radio diary service, driven by escalating costs and the contraction in the radio industry. Americans don’t like taking surveys, especially ones that involve filling in a paper diary for an entire week.
On the PPM side, the same problem exists. However you calculate PPM response rates, whether a “true” response rate, the Sample Performance Indicator (SPI) or in some other fashion, they all suck. And Nielsen takes the blame for what is an industry-wide problem. Regardless, PPM data is so important today that Nielsen must ensure that the panelists they’ve recruited wear their PPM watches as much as possible.
Now that it’s part of video measurement, PPM has helped drive recent increases for live sports. The NBA Finals had the largest audiences in years. It didn’t hurt that the New York Knicks won because when the largest market in the country is engaged, the estimates will increase. But the NHL also hit new highs with two small-market teams in the finals (Carolina and Vegas), even though as a true hockey fan, I watched less because ESPN does such an awful job of covering the NHL.
Over the years, I’ve implored you to read the Presurvey Bulletin (PSB). It’s not exciting prose but is always short. PSBs are released for each measurement period, typically the day before the first day of measurement, so the next PPM and diary bulletins will hit the Nielsen portal this Wednesday.
Nielsen’s Pattern Of Incentive Periods
One of the headaches of the PPM system is that it operates 365 days a year. I use the word “headache” in that Nielsen needs data for days when most of the panelists would rather forget they’re in a panel. Can’t you imagine the look on children’s faces on Christmas Day when the parents say, “Sorry kids, you can’t open your gifts until you put on your meter!”? Or “No turkey for you if you aren’t wearing your meter!” on Thanksgiving.
Given that problem, Nielsen typically offers either additional incentives or contests for those periods when panelists are less likely to be in-tab. It’s a sensible approach, but lately the company has resorted to this tactic more often. And that’s where the Presurvey Bulletin comes in.
Nielsen has offered extra incentives in each of the last five survey months. Here goes:
- February 2026: A “three-day incentive” was offered to targeted households for February 14-16, which was Presidents Day weekend.
- March 2026: A two-week incentive was offered to targeted households for the period of March 2-15.
- April 2026: A two-week incentive was offered to targeted households for the period of April 6-19. That period included the NCAA men’s basketball championship and The Masters. Oddly, a holiday didn’t matter as Easter was on April 5.
- May 2026: A two-week incentive was offered to targeted households for the period of April 27 to May 10.
- June 2026: A two-week incentive was offered to targeted households for the period of June 1-14. The NBA and NHL finals ran during this time.
What The Incentive Calendar Reveals
In each case, Nielsen said the incentives were expected to improve in-tab rates. We don’t know which specific households were targeted, but it’s not hard to guess. Households with younger people and minorities who are less likely to have higher in-tab rates will earn more if they comply. And if I had to guess, I’d say Nielsen is trying to ensure that in-tab rates are better for major sporting events.
Your question may be, “Does this matter to me?” Yes, it does, because you can play the game along with Nielsen. If you have a station that serves groups with lower in-tab rates, why not schedule your promotions at the same time as Nielsen schedules theirs? More of your potential listeners may be wearing their PPM watches to earn some more money.
It may not be a huge advantage, but as we know, it only takes one or two meters to change everything in the PPM system.
Digital Payments And Diary Sample Changes
Along that line, the June PSB disclosed another change. Going back to the Arbitron days, PPM panelists have always been paid by check, with a few exceptions for “unbanked” households that received cash in the mail. Nielsen is testing digital payments starting this month in Nashville.
The PSB says digital payments will roll out in a hurry. June is seeing “a small number” of homes, but the entire panel will switch to digital payments by Q4. A good move, but let’s see if it has any effect on compliance.
And don’t miss out on a PSB diary service headline. The Spring edition told you that the percentage of “targeted reselects” will be increased by 35% to 53%. Yes, over half of the diary sample is now made up of people who have “been there and done that.”
It’s worth a few minutes of your time to read the Presurvey Bulletin, whether monthly or quarterly. Do it later this week.
Let’s meet again next week.
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