Don't Sell Morning Drive Short          Radio on FacebookJoin us
on Facebook  Ever since the PPM data in Houston and Philadelphia
revealed that morning drive listening estimates in PPM tended to
be lower than their corresponding diary estimates, radio has
been in a bit of a panic. The fear among sellers of radio is
that this once sought-after daypart would lose much of its
appeal and thus pricing power. If you can find higher-rated
dayparts, why should buyers pay a premium for morning drive?
The answer lies beneath the rating point and takes some digging
to uncover. For many stations, however, it offers virtually
conclusive proof of the value of the morning daypart despite the
lower overall estimate. It seems that radio under the diary
system might have been overestimating morning ratings but
underestimating the true value of the daypart.  I recently sat
on a panel where the topic was "Engagement with Advertising."
Engagement can mean many different things but at the simplest
level the question being posed i