O fenómeno-Renascença nos EUA...

Os primeiros resultados da PPM nas duas cidades analisadas mostram que as estações mais ouvidas, de acordo com o sistema antigo dos diários, afinal têm menos ouvintes. Será o fenómeno da inércia provocado pela vontade de muitos em querer estar com os vencedores, na linha da espiral do silêncio? em Portugal isso - penso - irá reflectir-se na Renascença, quando o registo de audiências for menos «humano».

«A reasonable worry with the rollout of Arbitron's Personal People Meter was that the new measuring device would do the same for radio ratings that Nielsen's Local People Meter has done for local TV ratings: knock them down for the bigger stations. That's exactly what's happening, which becomes clear with the release this week of a new set of results from the PPM in Philadelphia and Houston, the first two markets to switch to the PPM. The data are startling. Average quarter-hour ratings are off about 30 percent from those under the old paper-diary system, by Arbitron's calculations, and media buyers say the falloff can be as high as 50 percent or more for some stations. As with Nielsen's LPMs when they began rolling out several years ago, buyers face the prospect of spending more client ad dollars to reach the same audiences they thought they were reaching under the diary system. (...)

fonte: «Radio ratings tank with Arbitron PPM», Medialife Magazone, By Kevin Downey Aug 17, 2007