Radio'S Unique Contribution to the Media Mix According to PPM'S “Real” Cross-Media Measurement
Roberta M. McConochiePortable People Meters, Arbitron Inc., United States
Beth UyencoOMD, United States
Kevin KillionStone House Systems, Inc., United States
INTRODUCTION
Background
Current estimates of radio's unique contribution to cross-media reach may provide a flawed foundation for business decisions. The authors have demonstrated that typically used random estimates of duplication and unique reach differ from “real” cross-media data captured by Arbitron's Portable People Meter (PPM) (McConochie and Uyenco, 2003). Though some of the difference is systematic, other differences concentrate in specific targets and types...