All P1s Are Not Created Equal.

For over a decade the radio industry has focused on P1, or first preference, listeners—those who listen most to a station. In the Diary world, a rule-of-thumb says that P1s represent 33% of a radio station’s cume and 70% of its Average Quarter-Hour (AQH) audience.

The importance of P1s continues in the PPM world. In fact, P1s may have more importance with PPM because they represent a smaller portion of a station’s cume (20%), and nearly the same proportion (63%) of a station’s Average Quarter-Hour audience.

The PPM also demonstrates that all P1s are not created equal. Passive electronic measurement and tracking consumers over time combine to provide new insights into which P1s matter most and how P1 loyalty impacts stations. In particular, consumers who are highly loyal to their P1 station and are heavy users of radio are the most important listeners to a station. We call these listeners “Prime P1s.”

Cementing “Prime P1” loyalty is a key component of a station’s performance in the ratings. Growth potential comes from increasing time spent among P1s who are heavy radio users but exhibit less loyalty to their P1 station than Prime P1s. We call these consumers the “Best Prospects.”

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http://www.arbitron.com/downloads/p1_ppm_study_07.pdf>