Radio’s New Litmus Test

There has been such a big stink in the radio industry over adopting the new Arbitron Portable People Meter ratings system that it is easy for the real issues to get lost in the controversy.

There is no doubt radio needs to adopt, support and, yes, improve the PPM methodology. The potential is there for curing the under reporting of radio stations and at the same time the risk exists of inaccurately reporting certain formats that are popular with specific demographics. Still, the PPM is the future.

But I have a litmus test, if you will, for a radio station's real popularity that has nothing to do with Arbitron diaries or&hellip