"D Peter Maus" wrote in message
...
David Eduardo wrote:


The measurement is very accurate, but it takes three months per cycle to
measure and then 30 to 45 days to tabulate. The PPM delivers weekly
results 10 days later. Advertisers want immediacy. The results of the PPM
today are less accurate than the diary, but they are faster.
So, you'll sacrifice precision for expediency. Anyone wonder why we find
so much of what you say to be questionable?

No, advertisers will sacrifice the one for the other.

I am on record as recently as yesterday when I told Owen Charlebois and
Steve Morris in New York I did not think PPM is ready to go currency in any
other markets yet.