Significa perda de receitas imediatas, mas mais probabilidade de escuta nos mercados com PPM (EUA):

«And it’s not just for an hour. More stations are airing longer blocks of ad-free programming. One Boston station has given back three hours a day. What does it mean for dollars and ratings? Obviously, they’re going to be giving up some revenue. But some programmers think it could have a positive effect on ratings in the long run. Especially in a PPM world»: fonte: «Commercial radio goes commercial-free», 29/10/07, Inside radio