It’s often said, “You can’t manage what you don’t measure.” Yet when scheduling commercial inventory—stop sets—many programmers still make decisions based on instinct or following the consensus programming herd instead of data. That’s a problem when programmers don’t use (and many don’t understand) the Pumm Curve.
You can access tools that provide a clear window into real-world listening behavior, and one of the most powerful and underused among them is the PUMM curve. PUMM is an acronym for Persons Using Measured Media-rating respondents. It’s a simple concept with big implications: PUMM reflects the total number of people wearing meters and actively exposed to radio at any given moment. It’s not tied to your station specifically—it’s the total number of meters using radio market-wide—and that’s why it’s valuable.
