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Nielsen’s New 3-Minute Quarter Hour Credit Could Boost PPM Ratings
NIELSEN is planning to modify its PPM radio measurement by changing the current Quarter Hour 5-minute rule to a 3-minute qualifier. This editing update will potentially improve listener ratings, especially those targeting younger audiences.
The adjustment is a result of feedback from both radio buyers and sellers who have called for more accurate measurement and reporting. The 3-minute qualifier is not new to measurement, it was used before by a service called RADAR before being acquired by ARBITRON.
The change is expected to give a clearer picture of radio listening and potentially boost the numbers for radio stations, like when the VOLTAIR unit improved ratings. Although everything appears ready, NIELSEN has not set a rollout date.