Houston PPM Launch Scheduled For Spring '06
December 9, 2005 at 3:30 PM (PT)
In what was termed the most well-attended ARBITRON CONSULTANT’s FLY-IN ever, those in attendance were told that ARBITRON is close to rolling out the PPM. In the proposed radio first PPM rollout schedule, it could happen in HOUSTON as early as SPRING 2006. This would be followed by
PHILADELPHIA in JANUARY '07 and WASHINGTON DC in JULY '07.
ARBITRON officials also told a very revealing story about how the PPM could affect television ratings. That transition from diary to meter measurements of television audiences led to differences in results between the two methodologies. Regardless, there remained little doubt that electronic measurement panels were superior to diary-based or current meter methods.
It's apparent that the definition of viewing or listening for radio is going to be fundamentally altered ... forever. The PPM, which offers passive detection with motion compliance will provide better impartiality and accountability and remove the variability of responses from recall data or button-pushing compliance.