Turns out the People Meter is a God-awful way to measure radio listening while audiences self-isolate – now we have the evidence.
Along with just about everything else living outside the norm these days, so it is with the Nielsen’s– but not necessarily the way programmers and their bosses/owners had expected.
PPM has many disadvantages that have been exposed over the years – now as the post COVID ratings are being analyzed, there are more.
Carrying a People Meter is an issue itself along with drive-by listening attributing audience to phantom people – add to that new placement issues, compensation and sticking to a PPM routine while lockdowns have eviscerated routines and is having a major impact.
Now we’re seeing “reported” audience changes that are substantial – the question is – are they to be believed?
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