A Power Shift: PPM Gives Advertisers More Leverage Over Stations
Media buyers say they’re already using PPM data to determine ad buys. And Philadelphia stations are being told by the market’s biggest radio buying service that the shift to PPM requires “a number of adjustments.” Like basing buys on the latest one-month PPM data – and not a three-month average that has been the norm with diaries. [ MORE - Subscription ]
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