Managers and programmers wring their hands over how to structure their radio stations in an endless cat-and-mouse game to manipulate the ratings system. The mechanics of winning credit for a quarter-hour share vary depending on whether ratings are measured by diaries or meters. There are many theories and philosophies, but the key question is how much to allow a flawed rating system to influence programming decisions. This is particularly the case in PPM methodology.
Should You Program Your Radio Show Based on PPM Methodology?
