Measured Response: PPM Ratings Anger Stations

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NEW YORK Arbitron’s new ratings system for radio, the Portable People Meter, or PPM, has been in test mode for the better part of a decade. But broadcasters say the measurement company still hasn’t got it right and that the service, currently being rolled out market by market, is riddled with inaccuracies.

Despite those concerns, the PPM has been deployed as the official currency for buying and selling radio ads in two markets, Houston and Philadelphia, and the ratings company has established an aggressive timetable to roll out the service to 40-plus additional cities over the next three years.

The...

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