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


The question still stands.

As I said, I do not believe the less accurate, at present, PPM, is ready
for rollout (only one market is even accredited and only two are
running).

The ad industry really is the one responsible for what measurement system
radio or TV uses, not the medium itself. It will be up to them in the
end to determine the usefulness of the PPM data they asked for.

As I said, the question still stands.

No, it does not. I have expressed my opinion to the Arbitron leadership, and
it is contrary to what you say about accepting expedience over accuracy