Programming And Marketing In A PPM World

David Rogerson
Strategic Media Solutions Pty Ltd

Introduction

Nearly 12 months ago, the U.S. audience measurement company, Arbitron, began releasing initial results from their Portable People Meter (PPM) tests being undertaken in the Philadelphia market. At the time of their release, U.S.-based radio consultant Mike McVay and I began reviewing the information in order to gain a clearer understanding of what future impact electronic audience measurement would have for radio programming. It was clear from our initial overview that the current approach and thinking applied to programming radio stations in the future may have to undergo a thorough review.