Summary
Obviously there's a lot at stake; audience measurement and ad revenue for the stations. Realistically, this is a major step, going from traditional diaries to PPM's, corresponding results to date are not surprising.
Analysis
We've seen this before with TV, it's important to continue tracking radio audience data through diaries while PPM technology and reporting becomes more acceptable. With radio we look at trends rather than one period alone, we can continue to measure diary listenership along with PPM. And while we're at let's try and make sure the sample size and composition accurately reflect the population.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
