More Listeners Listen to More Stations Longer
When Nielsen's local people meter was first rolled out, it was a welcome headache for media buyers. It was all the data they could ask for about local TV viewing, coming in place of very little, and it would give a far better, often different picture of what people were actually watching. But it also would take months to digest.
It looks to be much the same with Arbitron's Portable People Meter when it begins rolling out.
The first official radio ratings from Arbitron’s long-in-the-works PPM are out for the Philadelphia market, and those initial ratings suggest very different radio listening behavior than what the old diary system reported.
More people are listening to radio than previously thought. They're also listening to more stations, and they’re doing so for longer periods of time.
And, most significant, ratings for specific demographics are... [ MORE ]
Comments