New measurement tool elevates radio's position and potential, says RMB

TORONTO – Radio’s primary position in the media landscape has been confirmed by pre-currency data from the portable people meters (PPM), the Radio Marketing Bureau (RMB) says.The RBM has posted trends gleaned from pre-commercial radio audience data collected from June 1 to August 31, 2009 for the radio markets of Vancouver, Calgary, Edmonton and Toronto on its website. On average, reach from a market perspective was similar between the PPM and diaries, however, from a station perspective, reach was significantly higher in all four markets. This is due in part to the fact that PPM accounts for persons that are...