Are Diaries better than PPM for Radio?
So here's conventional thinking: PPM measures "real listening" while diaries record (and reward) recall and not "real listening." Not quite, I would argue. Actually, PPM measures exposure, not listening. And diaries record the degree to which audiences are interested in the stations they consume. That's because greater interest yields greater recall which yields more diary mentions. It seems to me we have gotten so lost in the "language of accuracy" in measurement that we h