Harker Research: Nielsen PPM Minute-By-Minute Is Like 'Astrology For PDs'
January 27, 2016 at 12:14 PM (PT)
The newest RADIO INSIGHTS column from HARKER RESEARCH looks into the value of NIELSEN PPM figures on a minute-by-minute basis, which you can read here. The piece reports, "Yes, it would be great if we could use minute-by-minute to fine-tune our programming," then concludes, "Unfortunately we can't despite NIELSEN's assurances," going on to refer to it as "astrology for programmers."
Suggesting that "minute-by-minute provides just enough seemingly accurate information to assure radio people who want to believe it works," it also reveals that "PPM was never designed to be accurate at the minute level...It was designed to provide monthly rating estimates with an acceptable margin of error...on the order of what diary measurement produces."