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| Bob Neil |
Neilne of radio’s most outspoken executives about the rollout of people meter-based measurement remains a critic of the technology, thinks it’s having a negative impact on how stations are programmed. “Absolutely, PPM is bad for creativity,” he says, pointing to air personalities who’ve been forced to say very little out of fears that their ratings will drop.
“By playing to the methodology, we kill off what makes terrestrial radio special — the secret sauce that was between the records,” he says. “The notion that is going to be removed because we have to play to this measurement game could in turn end up causing terrestrial radio to decline faster because by playing that game we sound more like the ‘more music’ competitors and we’ll never win that game because we play more commercials than they do.”
Neil says his prime concern about PPM-based measurement continues to be the size of the sample.
The real problem Bob Neil of Cox Radio has with PPMs is that they under sample men, something Bob Neil himself would never do
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