Harker Research Questions The Rollout Of PPM By Arbitron
May 5, 2015 at 3:53 AM (PT)
In their post on their Radio Insights blog, HARKER RESEARCH took a look into the PPM’s ability to successful capture listening last week (NET NEWS 4/27). After dissecting the only study done on the subject, the company still had unanswered questions.
This week, their new post asks, "Did ARBITRON Sell Radio a Bill of Goods With PPM?"
"A study with CHICAGO listeners back in the early days of PPM had participants keep track of their listening using a diary while at the same time carrying a PPM meter," notes HARKER. "The study is important because it was one of the few opportunities we had to see directly how the meter compared to recording listening in a diary.
"When ARBITRON compared the self-reported diary to what the meter reported it found that people wrote down more listening than the meter recorded.
"So which was correct?
"Did listeners write down listening that didn’t take place, or did the meter fail to identify listening that people were exposed to?
"Broadcasters were told at the time that the meter was more reliable, that people didn’t accurately record their listening, but today we have to wonder.
"We now know that the meter does not capture 100% of exposed listening in a typical setting."
Read the full post here.