BBM Update

Hi readers! If you've been following this blog, then you would know that BBM recently announced a change to their occupation category. What was previous "Farm / Farm Worker" has now been revised to "Working in Primary Industry", which means that crop and livestock producers have been grouped with workers in the forestry, mining and fishing industries. From an agri-marketers' perspective, primary industries are not a homogenous group; Therefore the data they now report on TV vieewership and radio listenership habits is in effect useless.

I did report previously that due to members' outrage, the RTC did recommend that the Primary Industry category be broken down further into Agriculture vs. Other Primary Industry for radio diary.

Now I have been informed that this issue will make it to the agenda for both the RTC and TVRC meetings to happen in September. With some luck BBM will reinstate the measurement of farmers on TV diary, and include farmer-specific measurement for the first time on metered data for both radio and television. Many thanks to everyone who called or emailed BBM directly or BBM member stations on this issue. I'll keep you updated.