However, a change to include the Houston selection methodology for all PPM markets would be a large extra expense Arbitron would like to avoid for as long as possible.
A positive effect of the PPM is the renewed interest of broadcasters in the sound of radio. Once again, there is an emphasis on concise, entertaining DJ’s, improved research interpretation, an effort to improve music rotations, attempts at more effective branding methods, the use of the Internet, social networks, text messaging, and anything else that might increase ratings and revenue. Radio is actually thinking about what consumers want to listen to. Hopefully, the glut of weekly minute-by-minute PPM statistics will not cause too many broadcaster knee-jerk reactions. Regardless of what some advocate, no one is a Portable People Meter expert yet.
Consider this: for years, in youth-targeted music radio, pundits insisted up-tempo songs be played at the top of each hour. This theory continued to hold sway until the industry realized that the top of the hour for listeners is whenever they decide to listen, regardless of time. So much for “Radio Experts”.
A Final Thought
People are afraid of the new, but things are forever changing, and once the dust clears, everything always settles down. Radio has survived every challenge it has faced; the Portable People Meter will be no different.
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