You may remember Garrett Morris' "Chico Escuela" character on the original Saturday Night Live shows, exhorting the benefits of baseball. Well, now that the Philadelphia Phillies have signed up for custom PPM reports, they will be pretty happy, too.
As we've already seen in various presentations, PPM rewards standout programming. Of course, this includes sporting events, especially individual baseball or football games - which rarely show up in the diary. And that's probably a big reason why the Phillies are so interested in seeing how their games score in PPM. How much higher will the numbers be when they play the Mets, a game goes into extra innings, day games versus night games, etc.? Based on last season's PPM numbers, they are confident that if they field a reasonably good team, the ratings will be very solid.
The one thing we do know is that PPM is a quantum leap over the diary in measuring all these things, and sports ratings will most definitely be more robust with electronic measurement. And so knowing what we know, it would sure make sense for Radio to start signing more long-term deals with their local sports franchises before PPM comes to town.