Inside Radio Poll: PDs still adapting to PPM.

It has been nearly four years since Philadelphia and Houston dropped diary measurement and switched to Arbitron’s people meter technology. But two-thirds of Inside Radio readers think programmers are still adapting to the changes.

That may not be surprising, since the final of the 48 PPM markets made the switch with release of the December ratings. Yet one-in-five (22%) of those responding to our unscientific survey worry programmers have over-reacted to the new ratings methodology and have diluted their brands. The other 12% say PDs have used it to make their stations sound better. There’s so far been less of an impact on advertising, according to many readers. Nearly three-in-ten (27%) say PPM’s introduction can’t be tied to any direction in ad sales. Those who think it’s had an effect are split: 16% say PPM has increased revenue while 15% believe it decreased revenue. The rest say PPM isn’t coming to their market.