"D Peter Maus" wrote in message
...
David Eduardo wrote:
"Bart Bailey" wrote in message
...
In posted on Fri, 6
Jun 2008 23:42:49 -0700, David Eduardo wrote: Begin

The data is accurate... it is the Arbitron ratings.
Yep,
as accurate as whomever with free time to participate in the survey
faithfully keeps their diary.

You obviously don 't know that there are studies that show that
no-participants have essentially the same behabiour as participants?
If the diary methodology was so accurate, there would be no need to
encumber broadcasters with PPM.


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.

David Eduardo wrote:
"D Peter Maus" wrote in message
...
David Eduardo wrote:
"Bart Bailey" wrote in message
...
In posted on Fri, 6
Jun 2008 23:42:49 -0700, David Eduardo wrote: Begin

The data is accurate... it is the Arbitron ratings.
Yep,
as accurate as whomever with free time to participate in the survey
faithfully keeps their diary.
You obviously don 't know that there are studies that show that
no-participants have essentially the same behabiour as participants?
If the diary methodology was so accurate, there would be no need to
encumber broadcasters with PPM.


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?

"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.

David Eduardo wrote:
"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.





The question still stands.

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



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.

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


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.