Analysis of the Impact of Language Weighting on PPM Data

Beginning with the release of the March 2006 audience estimates, the PPM data from Houston will be weighted for language usage.

A detailed analysis, including format and station-level comparisons, has been conducted so that industry will know how the introduction of language weighting impacts the PPM data.

In summary, the analysis found that since the language proportionality of the Houston PPM panel is good, language weighting has very little impact.

Across all 1,518 station AQH ratings compared:

Of the 920 station AQH ratings comparisons within the Hispanic sample:

The changes that were found tend to be small increases for Spanish formats and for some Hispanic demographics and dayparts.