Harker: Nielsen's PPM Minute-By-Minute Data Not As Helpful as Claimed

Getting Granular

In the latest post on its Radio Insights blog, HARKER RESEARCH cites significant flaws in NIELSEN's PPM Minute-by-Minute data.

"Minute by minute meter counts give the illusion of granularity, an impression that you are looking at virtually real-time actual behavior of your listeners," they wrote. "But it is only an illusion. PPM measures and reports aggregated audience behavior. PPM estimates how many listeners you have and how long they listen, but that’s pretty much all.

"If you want to improve your radio station and grow your audience, audience behavior data won’t help you," the post asserted. "You need to understand listener behavior, what we call respondent level data. You may think that NIELSEN’s minute-by-minute is respondent level data, but it’s not."

All the details can be found in the entire post.

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