Abstract:

Since May 2003 the Flemish broadcaster VRT (Vlaamse Radio en Televisieomroep) and its advertising partner VAR (Vlaamse Audiovisuele Regie) have established a fully operational PPM panel for Radio audience measurement, with additional television measurement for cross-media analysis. This contribution explains what was required to implement a PPM-study in Belgium. The emphasis lies on a client side evaluation and guidelines for future users of PPM-technology, also giving insights in the various advantages of electronic measurement towards radio programming and the unique motivational approach directly linked to PPM data. This paper does not focus on the technical issues of the PPM, but rather on what advice can be drawn from a strategy and management level using day-by-day data from PPM.