An Argument To Scrap PPM and Return To The Diary



Friday March 17, 2017


(By K.M. Richards) As we all know by now, the latest Nielsen PPM fiasco turns out to be a single family with multiple meters which were exposed long-term to an online stream. And Nielsen’s “fix” is to remove that household from the process. I do not believe that’s going to restore the growing suspicions by the radio industry that PPM is not an accurate method of determining the listenership numbers.

This is only, as I said above, the “latest” in a string of negative incidents involving that little listener-worn device. Going back only about 18 months, we’ve endured the headphone measurement issue, the faulty reboot logic incident, confirmed irregularities in the Los Angeles ratings (even though Nielsen claims they weren’t significant enough to warrant even a footnote in “the book”), Mark Ramsey’s debate over placement of PPMs and number of households involved per market, the Voltair controversy, Harker Research’s report on minute-by-minute listening, and Coleman Research’s finding that older listeners by far “turn on/turn off” radio than switch between stations …


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