Let’s say a telemarketer calls from Arbitron and asks for your participation in keeping a diary for a week. Statistics show that whether you agree will depend on your demographics. Then if you agree, will you bother to fill it out and send it back… If so, did you remember to diligently record every time and for how long you heard the radio… How about when you were in the store… Wait, what station was that… Driving in the car and your kids keep changing the station…

This widespread criticism has led to a new system of data collection known as portable people meters (PPM). I know you are hanging on the edge of your seat, but more on this next week. I’ll just leave you with the disclaimer from a radio schedule that was sent to me this week, just bear in mind that the criteria for allocation of money spent was based on the PPM rating points:

“PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.”