Abstract:

This paper strives to gain a clearer understanding of the future impact that electronic audience measurement would have for radio programming. It was clear from earlier overviews that the current approach and thinking applied to programming radio stations in the future may have to undergo a thorough review. The paper reviews the impact PPM audience measurement methodology and continuous measurement would have for the radio industry both in the United States and globally, with implications for radio and its associated industries. With the assistance of Arbitron, the author has maintained a close eye and ear on the ensuing information emanating from the market as the Philadelphia trials continued through 2002 and into 2003.