Rush gone from WRKO

[Don]

>>PPM measures exposure...

But what we don't know is if it is measuring "exposure" efficiently...or 
not.

There is begining to be some evidence that it is not picking up "exposure" 
to spoken word programmings as we once believed.

http://www.radioinsights.com/2015/05/everything-you-know-about-ppm-wrong.html






----- Original Message ----- 
From: "Sid Schweiger" <sids1045@aol.com>
To: <011010001@interpring.com>; <donald_astelle@yahoo.com>
Cc: <boston-radio-interest@lists.BostonRadio.org>
Sent: Monday, May 25, 2015 11:24 AM
Subject: Re: Rush gone from WRKO


>
> "Do talk formats performsubstantially differently in diary markets than in 
> PPM markets? Given thatthere are plenty of both, it ought to be easy to 
> find out."
>
> Just comparing raw numbers doesn't tell the whole story, mostly because 
> diaries and PPM measure two entirely different listening universes. 
> Diaries measure recall, and can easily be manipulated by their keepers to 
> not reflect actual listening.  In most cases Nielsen would have no way to 
> know if what's written in a diary is accurate or not.  (For example, a 
> Rush Limbaugh P1 might enter his show in their diary every weekday, 
> whether or not he/she is actually listening.)  PPM measures exposure, 
> whether or not the PPM holder is actually paying attention to the 
> station's audio.  (Classic example: a patient in a doctor's office waiting 
> room.)  Of course, neither one measures what stations and advertisers 
> really want to know:  Who is actually listening and who will be impressed 
> by an ad.
>