Abstract
The initial results coming out of the Arbitron portable people meter (PPM) tests suggest the current approach and thinking applied to radio station programming may have to undergo a thorough review in the future. The data from pilot surveys are revealing listening patterns which differ considerably from those recorded using the traditional diary system. There are indications that the audience tunes in to more services but for less time, and that listening is far more evenly spread around each quarter-hour than previously assumed. In this paper, David Rogerson, Managing Director of Strategic Media Solutions, and Mike McVay, President of the US-based company McVay Media, present some of the key data to emerge from work already done by Arbitron and discuss the implications for radio programmers.
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