Why ratings no longer matter

Recent occurrences involving Arbitron's new PPM and Nielsen's commercial measurement have caused many within the radio and broadcasting industry to question their validity; especially impacted have been minority radio and broadcasters.

In response, Arbitron has delayed new market launches of the PPM and the commercial measurement has also been temporarily shelved.

Many within the advertising and broadcasting industry hope that if these services could just increase their sampling of certain demographic groups, all would be well. Unfortunately, even if these two rating monopolies got the sample right, there is no putting the genie back in the bottle when it comes to the demise of these two services as a resource for buying advertising in today's marketplace. Unfortunately, these two ratings companies and their gross audience estimate services are products from a bygone era of mass marketing and are no longer relevant.

Perhaps a short recap on how it was that the ratings became institutionalised would be in order to understand why they no longer matter.

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Article courtesy http://www.bigresearch.com