As vantagens que o PPM trará à medição electrónica

 PPM will provide never-before-available insight into station switching patterns and loyalty. For example, 58% of P1s switch their P1 station at least once over an eight-week period.

* The diary-based methodology and PPM agree that P1 listening drives the vast majority of the AQH rating, even with the much larger cume shown in the PPM.

* The longitudinal nature of PPM will provide for more stable ratings on a period-by-period basis, leading to more accurate data to assess the impact of programming and marketing initiatives.

Among issues before the industry:

* Understanding the effect and impact on measurement error of smaller, longitudinal samples of consumers versus cross-sectional diarykeepers.

* How and if the industry will benchmark or adjust for the ratings differences created from the switch to PPM, where consumers are listening to more stations but less to any given station.

(excerto da notícia: «White Paper Heralds PPM Potential», Billboard Radio Monitor,March 01, 2006, By Chuck Taylor)