CAB CONVENTION: With PPM, radio becomes a "reach medium"

WINNIPEG – CAB Convention delegates this (Sunday) afternoon heard BBM Canada president and CEO Jim MacLeod and Arbitron senior vice-president Bob Patchen present research showing that broadcast radio, when measured by portable people meters, transforms into a reach medium. During their afternoon session at the Canadian Association of Broadcasters annual convention, MacLeod and Patchen pinpointed the differences, positive and negative, when comparing ratings data gathered by the traditional diaries versus the new PPMs. While the diaries are low-tech written reports, the PPMs, as most know, are little pager-like devices which record digital audio signatures when the wearer is watching TV or listening...