Radio’s New Obsession with Cume

For decades, radio stations relentlessly pursued quarter hour listening dominance.

We sold advertisers and agencies on the importance of buying commercials in a setting where listeners listened longer.

That was, until now.

Until Arbitron's Portable People Meter came along and changed everything. Or should I say, the radio industry changed everything based on its understanding or misunderstanding of this new technology.

Some context is needed.

I'm sure old timers (that's is anyone who was hired one year ago or longer) remember that we swept across the quarter hours with music to -- all together now --&hellip