Harker: Does Voltair Expose PPM's Achilles' Heel?
April 22, 2015 at 11:03 AM (PT)
HARKER RESEARCH posits that since NIELSEN hasn’t publicly dismissed the viability or need of VOLTAIR technology to optimize PPM ratings – it has only stated that it’s studying the device – there's far more at play here than VOLTAIR’s value.
“The real story that is getting lost in all the hand-wringing over whether VOLTAIR is fair is the implication if VOLTAIR actually works,” RICHARD HARKER and GLENDA SHRADER BOS wrote in the Radio Insights blog. “If VOLTAIR really does boost ratings, then PPM without VOLTAIR is not capturing all radio listening.
“Then we have to ask ourselves what percentage of radio listening is not being reported by PPM. Is it 10%? Is it 30%? Is it more? Is it OK if PPM misses 10%, but not OK if PPM misses 15%? How much potential listening are you willing to lose?”
Read the entire post here.