Here’s the direct link to the RAB/Forrester PPM study, in case you don’t want to search for it.
It’s a funny thing, asking agency folks if they’ll spend more money on Radio if it’s measured by meters instead of diaries. It strikes me as ironic that asking buyers what they’ll do is not altogether different from asking listeners to fill out diaries – in both cases we’re measuring attitudes or hypothetical behavior rather than real behavior. Exactly the kind of measurement buyers are criticizing in the first place.
If diaries are questionable, then…
Does this mean that what buyers are saying isn’t true and that they won’t spend more on Radio?
I have no idea, but I’m certainly glad to hear them say they’ll spend more rather than less!